This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many practical examples of industrial and consumer goods marketing are given, and technical jargon has deliberately been avoided to ensure a straightforward presentation of marketing facts.
Part 1: The How and Why of Marketing
1. What Makes Markets
2. How
Markets Work
3. Getting Goods to Market: Distributive Trades
4. The Market as
a Behavioural System Part 2: The Measurement of Marketing
5. Predicting the
Market Future
6. The Examination of Markets
7. Evaluating the Companys
Performance
8. Financial Controls Part 3: Planning for Marketing
9. Product
Planning
10. Pricing Strategy
11. Market-Testing New Products
12. The
Management of Marketing Part 4: Marketing Communications
13. Sales
Management, Organisation, Control
14. Sales Promotion: Pushing Products to
the Buyers
15. Advertising: Pulling Buyers to the Products
16. Persuasive
Publicity: Press Relations. Conclusion.
John Winkler
