The sophisticated permutations of marketing are useful only to those who have already mastered the basics. Start with this primer. Although author Patrick Forsyth sub-titled his manual "an insider's guide to the field," the book seems more directed to newcomers or marketers who are still in the early stages of their careers. For insiders, marketing is a series of difficult choices made by professionals after extensive research. Here's how to begin that thought process and climb that learning curve. Forsyth offers a range of introductory material that you can easily summarize and understand. Even readers who stumble over the somewhat illogical chapter order may well enjoy the author's humor and British references. He also offers some nifty tidbits, like learning about the tachistoscope, which measures how many times shoppers blink, or about "invisible exports," such as seminars. The reports on export selling, the Internet and the future of marketing may leave you, like Oliver Twist, wanting more. getAbstract suggests this book to entry and mid-level marketers, to teachers and to those in other fields who need an overview of marketing.
In this summary, you will learn
- How marketing works;
- How you can differentiate your product from the competition; and
- How to develop the optimal marketing strategy for your product.
About the Author
Patrick Forsyth runs Touchstone Training and Consultancy, an independent firm offering services to improve marketing and management. He has more than 20 years experience working with organizations worldwide. He has written numerous books, including How to Motivate People, Marketing on a Tight Budget and Powerful Reports and Proposals.