Marketing for the Non-Marketing Manager Part III

Practice

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36 pages
Language:
 English
This is the third book in a series of four books on marketing. Non-marketing managers should know about the important role that distribution channels play.
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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...

Description
Content

This is the third book in a series of four books on marketing. Non-marketing managers should know about the important role that distribution channels play in getting goods to the customer. They should understand the difference between products and services and the unique services marketing mix, and how the decision-making unit operates in marketing. They should be familiar with the motivational mix of buyers and should grasp the difference between consumer and industrial markets and the importance of business to business (B2B) marketing. 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 – Practice
  • Acknowledgements
  • About the Author
  1. Marketing practice
    1. Channels of distribution
    2. Marketing of services
    3. Unique characteristics of services
    4. Buyer behaviour
    5. Industrial markets
    6. The decision-making unit
    7. Factors in the motivation mix of industrial buyers
    8. Consumer markets (B2C)
    9. Differences between industrial and consumer marketing
    10. Business-to-business (B2B) marketing
    11. Electronic B2B marketing