Marketing is much misunderstood and often maligned. Its buzzwords and ‘coolness’ frightens many and bewilders others. Yet every business, from the local car-wash to the world's top brands, must engage in marketing every single day, points out Simon Middleton, author of What You Need To Know About Marketing (£12.99, Capstone, 2011), and one of the UK’s best known brand experts.
“So many people inside companies both large and small, as well as in charities and other organisations know that they need to get to grips with marketing, but are dazzled by the constant flux of ideas and the fear of complexity, especially during this era’s new digital environment” says Simon, who is also author of small-business bestseller Build A Brand In 30 Days (Capstone, 2010).
What You Need To Know About Marketing gives any lay reader an essential, reliable, speedy and current guide to the most robust and important concepts in marketing, as well as examining how to achieve success during this third era of marketing.
The book shows how to understand and engage in marketing without having to study a degree or a diploma in it. Along the way it shows you what has been learned about marketing over the centuries, what experts can teach us, how marketing has changed in our new ‘digital' world, and how to avoid classic mistakes.
In short What You Need To Know About Marketing covers what you really need to know about marketing!
Introduction - Marketing: the world's second oldest business activity
1 – The Customers
2 – The Product
3 – The Market
4 – Branding
5 – Communicating
6 – Price and Place
7 – Strategy, Planning and Tactics
8 – The Third Age of Marketing
Published as part of Capstone’s exciting new series of What You Need To Know About books, all aimed at providing fast, easy-to-read introductions to key business topics, What You Need To Know About Marketing will enable you to understand marketing specialist colleagues, cut through the jargon and make a persuasive case for a marketing mindset in your company or organisation for greater business success.
Praise for Build A Brand In 30 Days:
“An invaluable read for anyone starting a business”
“A great read for anyone who already has a business or is thinking of starting up, it’s also highly useful for those in marketing”
START YOUR BUSINESS magazine
“Passionate and persuasive, this book is a must for all business leaders to understand the value of their brand. It will enhance your bottom line.” Dawn Gibbins MBE, star of Channel 4’s The Secret Millionaire
Simon Middleton is one of the UK’s best known brand experts and has worked with some of the UK’s top and most visible companies, charities and destinations. He is founder of advisory firm Brand Strategy Guru, and consults and speaks internationally. Simon is a regular commentator on brand issues in the media (Newsnight, Today, Breakfast, The Politics Show and many others). www.brandstrategyguru.com