Marketing: A Guide to the Fundamentals

The Economist

De: Patrick Forsyth

Narrado por: Barnaby Edwards

Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the 'marketing department'- marketing is one of the most misunderstood areas of business.

Philip Kotler, an American marketing guru, defines it as "the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society's needs and its pattern of industrial response".

The late Peter Drucker, a leading management thinker, was content to say simply: "Marketing is looking at the business through the customers' eyes". This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.

©2010 Patrick Forsyth (P)2013 Audible Ltd

Foundation

A good place to start your journey through the marketing world. 1.5x speed recommended :)

Great overview of the marketing machine.

This book is a great foundational resource for marketing overview across an organization. It operates very much like a textbook you'd find in a college, but with more accessible information. While it could do with a slight refresh in some of the examples and more current representation of digital advertising, overall the fundamentals and foundations described are sound.

Excellent overview on marketing

Any additional comments?

Peter Drucker defined marketing as "looking at the business through the customers' eyes."
This book is an excellent intro into the field of scientific marketing. Topics covered include: product life-cycle, marketing mix, pricing, market research (min you need to know).

Marketing Fundamentals

An excellent book. It lays out the principles step by step with lots of examples to contextualize the information. For a novice in the marketing space, this book is a great foundation on which to build or refine the marketing strategy. I know I will refer back to it often.

University course in marketing

This is equivalent to a university course in Business Management-Marketing. It introduces all the principles from the 4 Ps to marketing strategy. Great, thanks.