HF5415.U264

1- Understanding marketing: the Basics - What is msrketing? - When your company markets to consumers - When your company markets to organizations - Understanding your competition - Developing your marketing strategy - Grafting a marketing communications plan - New offerings: a Potent marketing tool - Putting your marketing plan into acyion - Spotlight on direct marketing - Spotlights relationships marketing 2- Tips Tools - Tools for understanding marketing - test yourself - Key Terms - Frequently asked questions - To learn more - Sources for understanding marketing

This succinct guide gives readers expert solutions to everyday challenges. Every day on the job, you face common challenges. And you need immediate solutions to those challenges. The Pocket Mentor Series can help. Each book in the series is packed with handy tools, self-tests and real-life examples to help you identify your strengths and weaknesses and hone critical skills. Whether you're at your desk, in a meeting, or on the road, these portable, concise guides enable you to tackle the daily demands of your work with speed, savvy and effectiveness. Businesses soar when everyone in the organization adopts a marketing mind-set an awareness of who the company's customers are, what they want and how the organization can serve them profitably. But marketing's a big subject. How might you demystify it for yourself and your group if you don't have a marketing background? The latest volume in the series Understanding Marketing provides the concepts and examples you need. You'll learn how to define a target market, identify and understand your toughest competitors, develop a marketing strategy that lays out 'the four Ps' - product, promotion, pricing and 'place' (distribution), test new product or service ideas with customers and get the most from relationship marketing