The Complete idiot's guide to marketing basics - White, Sarah (New York : Alpha Books, 2003)
Marketing by the Book -- Solutions for Sale: What Marketing is Really All About -- What Is Marketing Anyway? -- What People Are in the Market For -- Why People Buy -- What's the Value of Bob's Bottomless Boats? -- Get Ready to Jump -- Top 10 Methods to Succeed in Your Marketing -- Becoming a Marketing Doctor -- The Least You Need to Know -- Getting to Know Yourself: The Business Review -- Reviewing Your Business -- Who You Are and What You Do -- Nuts and Bolts -- The Nuts and Bolts of Charlee Bear Farms -- Which Widget? Product Issues -- The Charlee Bear Product -- Where You Are: Place Issues -- Place for Charlee Bear -- The Marketing Environment: Know the Pack You Run In -- Customers: Who Are They and What Do They Want? -- Charlee Bear's Customers -- Your Competitive Environment -- Charlee Bear's Competitors -- Advertising: Getting the Word Out -- Advertising at Charlee Bear -- Promotions -- Charlee Bear Promotions -- Getting Interested in Marketing -- Applying the Business Review to Your Business -- The Least You Need to Know -- The Best-Laid Plans -- First Things First -- What Do You Know Now? -- Scanning Your Environment -- Taking Aim at Your Market Segment -- Success Factors in Your Environment -- Succeeding in Spite of Competition -- You, Wonderful You -- Assume a Position -- How Are You Going to Tell Us? -- Your Marketing Mix: The "Four Ps" of Strategy -- The "Four Ps" -- Ingredients in a Marketing Mix -- Goal Setting: The "Four Ps" of Tomorrow -- Objectives and Goals -- Tinkering with the "Ps."
Keywords: MARKETING