Mastering Marketing

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This is the ideal book for anyone seeking an introduction to marketing that is both comprehensive and accessible. Ian Ruskin Brown takes you through all the key concepts, skills and techniques backed up by a wealth of examples and real-life case studies which make the concepts instantly meaningful. Whether you have recently taken on marketing responsibilities or whether you are in entrepreneur in a small or medium-sized business, you will find this book logical and easy to follow, from why marketing is important, through a general overview of how it works to an examination of each of its main pillars. Choosing your markets and customers Designing the right product: At the right price Promoting it in the right way Making it available in the right place at the right time. Throughout the book a valuable system of icons highlight various aspects of the book to show whether they are Activities, Action checklists, Key management concepts, Key questions or Key learning points. Nearly all chapters contain exercise which will enable you to consolidate your understanding of the concepts and to apply them specifically to your own business. This new edition has been considerably rewritten, examples have been updated where appropriate and the book is now fully indexed. It includes valuable new material on the Value Chain and Routes to Market. In particular, it now incorporates the fifth 'P' of the Marketing Mix, recently endorsed by Philip Kotler. Written by an author with many years' experience as academic, marketer and successful consultant, Mastering Marketing is an outstanding introduction to the subject: it covers all the ground with thoroughness and clarity while offering depth and insight that bring the key skills and concepts to life.

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Ian Ruskin-Brown is a highly experienced marketing consultant. For many years he was a member of the Faculty of the Chartered Institute of Marketing, its training arm. Until recently he was a member of the IBM International Business School and he is currently part of the faculties of Management Centre Europe in Brussels, the Singapore Institute ofManagement [International] and IIRme based in Dubai. Table Of Contents Chapter One Part 1: The power of marketing - effectiveness is more important than efficiency Synopsis Introduction Strategic focus Introducing the product life cycle (PLC) Strategic focus and the product life cycle Relative potency The effectiveness/efficiency grid Activity No. 1 Part 2: The power of marketing - the law of supply and demand The basic link in the chain Hard/sellers markets Surviving oversupply The marketing concept introduced Chapter Two How marketing works Specific group of customers Dialogue over time Customer's needs, understood in depth Activity No. 2 The competitive differential advantage How to develop competitive advantage Activity No. 3 Marketing planning Chapter Three Introducing the new marketing mix: the marketing tools (the four or five P's) Segmentation Segment strategy approaches How to segment The process Segmenting for services Segmenting for an IT related market Segmentation principles Market selection (i.e. 'targeting') How competitive will the company be inthe new market? Activity No. 4 Competitive product positioning Activity No. 5 Exercise - your positioning Chapter Four Part 1: The marketing mix - the 'product' What 'products' are The total product concept Activity No. 6 Part 2 : The marketing mix - distribution - 'Your route to market' Background The environmental dimension The structural dimension Functions of the 'route to market' Using intermediaries: advantages and disadvantages Managing the distribution channel Power in the chain Exercise PART 3: The marketing mix - marketing communications and promotion (marcomms) Understanding marketing communications Public relations and editorial publicity (PR & EP) The role of advertising and promotion Activity No. 7 The campaign design process Creative execution/treatment Testing the execution PART 4: The marketing mix - marketing pricing Internal accounting based pricing Product life cycle and price 'Value based' pricing Some useful marketing Chapter Five The marketing planThe plan as a working document The plan as a learning process The marketing programme The plan's main headings The marketing audit The action plan The marketing programme The control mechanisms Building the budget Action checklist Chapter Six The marketing audit - deriving foundations for a marketing strategy The shock of change Geography Technological innovation - (the 'T' in G.p.l.e.e.s.t) The structure of society - (the 'S' in G.P.l.e.e.s.t) Political issues = government and legislation The implications of cycles and change Format for recording the macro analysis Activity No. 8 Identifying the competition Analyzing sales and marketing competency Marketing assets and liabilities Activity No. 9 A competitor's company analysis checklist Our company analysis checklist Specific to the competition Activity No. 11 'Good' and 'bad' competitors Chapter Seven Getting the feedback Synopsis Introduction Types of information Secondary data via desk research Primary information via field research Qualitative research Quantitative research Market/customer information systems The MIS/CIS tools Market/ing research (some critical issues) The research budget The research brief The proposal Appendix Workbook: Planning a campaign I Objectives II Strategies Index.