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Marketing for the Non-Marketing Manager Part I

Language:  English
Most of us do not understand the nature and purpose of marketing but we are heavily influenced by what marketing people do. All managers need to know its function.
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This is the first of a series of four books on marketing. As everyday consumers of goods and services we are surrounded by marketing. When we do our weekly shop at the supermarket, we are greatly influenced by such things as advertising, pricing, buying inducements, display and attractive packaging. Most of us do not fully understand these but we are persuaded by them when we make a purchase. Likewise, all non-marketing managers need to know about the function of marketing and how it impacts on the success of the business. This book fills that gap.

About the Author

Samuel A Malone is a self-employed training consultant, lecturer and author. He is the author of 21 books published in Ireland, the UK and abroad on learning, personal development, study skills and business management. Some of his books have gone into foreign translations and second editions. He has an M.Ed. with distinction (in training and development) from the University of Sheffield and is a qualified Chartered Management Accountant (ACMA), Chartered Global Management Accountant (CGMA) and a Chartered Secretary (ACIS). He is a fellow of the Irish Institute of Training and Development (FIITD).

  • Introduction – Marketing for the non-marketing manager - Basics
  • Acknowledgements
  • About the Author
  1. Basics of marketing
    1. Definition of marketing
    2. Difference between marketing and sales
    3. Marketing concept
    4. Difference between strategic and tactical marketing
    5. Contribution of marketing to the success of an organisation
    6. Customers
    7. The marketing environment
    8. SWOT analysis
    9. Marketing planning
    10. Relationship marketing
    11. Key dimensions of relationship marketing
    12. The DINE Model
    13. Transaction marketing
    14. Globalisation
    15. Purchasing and internal marketing
    16. The concept of the internal customer
    17. Partnering and alliances between buyers and suppliers
About the Author

Samuel A. Malone