Marketing Skills

Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.
 

Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships.

Marketing may be defined in several ways, depending on the role of the advertised enterprise in relation to the strategic role in positioning the firm within its competitive market. The main definition is often credited to Philip Kotler, recognized as the originator of the most recent developments in the field, for the works that appeared from 1967 to 2009, with the latest work born from the last economic crisis: Chaotics.

Key Learning Points:

Part 1: Marketing Now

• Chapter 1: Marketing Now
• Chapter 2: Strategic Marketing

Part 2: The Marketing Setting

• Chapter 3: The Marketing Environment
• Chapter 4: Marketing in the internet age
• Chapter 5: Marketing and Society: Social, Responsibility and Marketing Ethics
• Chapter 6: The Global Market Place

Part 3: Markets

• Chapter 7: Consumer Markets
• Chapter 8: Business-to-Business Marketing
• Chapter 9: Marketing Research

Part 4: Core Strategy

• Chapter 10: Segmentation and Positioning
• Chapter 11: Relationship marketing
• Chapter 12: Competitive Strategy

Part 5: Product

• Chapter 13: Product and Brand Strategy
• Chapter 14: New-product Development and Product life-cycle Strategies
• Chapter 15: Marketing Services

Part 6: Price

• Chapter 16: Pricing

Part 7: Promotion

• Chapter 17: Integrated Marketing Communication Strategy
• Chapter 18: Advertising, Sales Promotion and Public relations
• Chapter 19: Personal Selling and Direct Marketing

Part 8: Place

• Chapter 20: Managing Marketing Channels