Page 11 - Marketing the Basics 2nd

introduction 3
and appreciate the basics; we also hope you’ll learn how to analyse what marketers are doing in a critical manner.
ABOUT THE BOOK
At the end of every chapter we have included a brief summary and a set of critical questions and glossary so that the reader can review the key concepts easily. Each chapter is also divided into headings which are labelled making the task of outlining much easier. In addition, we have taken great care in avoiding falling into the jargon trap that unfortunately is all too prevalent in business. Based on the feedback we’ve received from academics and practitioners, they’ve all felt the book succeeded in being comprehensively informative and easy to read. We’re confident you will too.
BRIEF OUTLINE OF THE BOOK
Chapter 1, ‘What is management?’, provides a general overview of marketing. Terms are defined, the basics are explained and an explanation is provided for why companies become customer oriented.
Chapter 2, ‘Marketing as a corporate function’ introduces a basic framework of how marketing fits in an organization and the planning and analysis process managers must undertake to achieve the organization’s goals. Special attention will be paid to explaining competitive advantage, core competencies and product and business cycles. The chapter concludes with a discussion of brands and the experiential economy. Protecting brands is forcing marketers to adapt their behaviour from regimented practices to include those of buzz marketing, where results are much more difficult to measure and predict.
Chapter 3 discusses how marketers figure out how and to whom they should sell their product. The reader will learn how to segment, target and position (STP). Consumer behaviour, demographics and lifestyle will be examined in detail, as will how companies attempt to associate their brand to an experience.
Chapter 4 is dedicated exclusively to online marketing. As this is an emerging and very important tool in the marketing world, we