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This greatly revised and enlarged book replaces our earlier title Marketing Made Simple. In our experience we find that marketing is one of the least understood areas in business, especially by small business and service professionals. Marketing in fact embraces everything that your business does in order to create awareness of your business and your products and services, to create sales and then retain those customers or clients. Marketing is a relatively new discipline which came to prominence in the second half of the twentieth century. Its cornerstones are the four P’s of marketing - product, place, price and promotion. In this publication we have set out to provide and explain the basics of marketing so that its principles can be taken up by those concerned with marketing a business as well as business students. This publication is one of a series, of what we trust are interesting, stimulating and informative publications addressing a wide range of business topics and issues. Our publications contain a wealth of information which can be easily put into practice on the shop floor, ‘in the field’, or in the board room. We have written these publications from the perspective of, and with hindsight gained as an experienced, practising manager, working in the real, day to day business world. Our books in many cases are extensions of consulting assignments and training courses. Finally we recommend our other marketing publications and some other publications which may assist with your marketing efforts: Marketing on a Budget, Marketing Planning Kit, Sales & Marketing Kit, Business Strategy made Simple and Feasibility Studies Made Simple. It is also pleasing to record that this publication is widely used as a course text and handbook for accredited and non-accredited courses by both business and marketing students. We currently have a combined range of more than 100 books, CD ROMs and Training Facilitators Manuals available, covering areas of business such as Business Administration, Business Planning, Finance, Human Resources, Management, Marketing, Sales and Small Business. We also have a Training Facilitators Manual on this topic available. We welcome your comments and suggestions.
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