Summary of Marketing Stripped Bare

An Insider's Guide to the Secret Rules

Kogan Page, more...

Buy the book

Marketing Stripped Bare book summary
A basic overview of marketing's key concepts for novices seeking unembellished essentials, pared down and ready to go.


5 Overall

5 Applicability

4 Innovation

6 Style


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
  • How to develop the optimal marketing strategy for your product


Marketing's Function
Marketing is one of the more general terms used in business. It confounds people in other departments who want to know what marketers do. Sometimes it seems too general, but marketing does have a specific function in planning, provoking, meeting and confirming customers...
Get the key points from this book in less than 10 minutes. Learn more about our products or log in

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.

Comment on this summary

More on this topic

By the same author

Customers who read this summary also read

More by category