LEADER 02792nam 2200577Ia 450 001 9911006882103321 005 20200520144314.0 010 $a1-281-97106-5 010 $a9786611971069 010 $a1-61583-325-0 010 $a0-86341-706-X 035 $a(CKB)1000000000692746 035 $a(EBL)407958 035 $a(OCoLC)437247401 035 $a(SSID)ssj0000463763 035 $a(PQKBManifestationID)11305043 035 $a(PQKBTitleCode)TC0000463763 035 $a(PQKBWorkID)10417002 035 $a(PQKB)10109898 035 $a(MiAaPQ)EBC407958 035 $a(EXLCZ)991000000000692746 100 $a20070910d2007 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aDemystifying marketing $ea guide to fundamentals for engineers /$fPatrick Forsyth 210 $aLondon $cInstitution of Engineering and Technology$d2007 215 $a1 online resource (218 p.) 225 1 $aIET management of technology series ;$v23 300 $aIncludes index. 311 $a0-86341-806-6 327 $aContents; Preface; Acknowledgements; PART I An overview of marketing; 1 Marketing in context; 2 The marketing domain; PART II Fundamental issues; 3 Product considerations; 4 Pricing policy and tactics; 5 Market research and information; 6 Routes to market: distribution channels and methodology; PART III Strategy and marketing planning; 7 Marketing strategy; 8 Marketing planning; 9 Coordination and control; PART IV Marketing communications; 10 How people buy; 11 Marketing communications: the role and workings of different methods; 12 Additional persuasive influences; Afterword; Index 330 $aThis book is a comprehensive and accessible book covering all key marketing matters, with an emphasis on practicality and why marketing is important in engineering. Aimed primarily at non-marketing people wanting clarification of marketing's purpose, role and methods, it can provide major influence to the process of building a marketing culture within an organisation in a way that positively influences results in the marketplace. Practitioners too can benefit from the book's clear explanations and the practical view it takes of the necessity for marketing and its implementation. 410 0$aIET management of technology series ;$v23. 606 $aEngineering services marketing 606 $aMarketing 615 0$aEngineering services marketing. 615 0$aMarketing. 676 $a620.00688 676 $a624.0688 676 $a658.8002462 700 $aForsyth$b Patrick$0116235 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9911006882103321 996 $aDemystifying marketing$94391842 997 $aUNINA