| The
Bluffer's Guide to Marketing |
| By
Graham Harding and Paul Walton |
| |
| Extracts
from the book | |
| |
| Perceived
demand |
| In
lay terms the marketing concept means that you stand a better chance of flogging
something if you understand whether and why someone wants it in the first place. |
| |
| Presentation |
| The
whole area of successful presentation is bluff. Expensive courses on presentation
put it slightly differently, but that's what they mean. |
| |
| Decentralisation |
| As
young marketing trainees discover - life is not pure Kostler and there are many
companies where marketing is neither the centre of the universe nor the centre
of the 'organisational wheel'. In fact there are many companies where the motorcycle
couriers are more 'integrated' than the marketing department. |
| |
| Marketing
plans |
| Just
as all politicians have to face election from time to time, marketeers have to
get through marketing plans. In fact these activities are very similar - both
involve rehashing the past and over-promising the future. |
| |
| Reviews |
|
| |
The
best marketing book ever...............
I first bought this book about 10
years ago when I found myself starting on the marketing corporate ladder, it tells
you everything you need to know about the industry, who does what, what advertising
does and doesn't do, what the the job titles mean, and more importantly what the
jargon actually means! I'm now a head of marketing and yet I still regularly read
my copy (just to check !) and give copies to new starts in marketing (and old
hands who should know better) Trust me - one read through will teach you more
than any course by a 'marketing guru'. |
|
A
reader from London, England |
| |
| Beneath
the frivolous exterior the books have some valuable lessons. They are in effect
basic guides to their subjects which will be of particular value to those not
directly involved, but who need a working knowledgeƒ |
| Marketing |
| |
| A
mixture of fact, fun, genuine erudition and useful jargon. |
| Evening
Leader, Clywd |
| |
| Any
marketing person who has not read this book has almost certainly wasted their
time and money reading all the others. It's funny, witty, and true. And even if
you don't agree, it makes a wonderful gift to your boss, who won't know whether
to be grateful or insulted. |
|
A
reader from the USA |
| |
| Table
of Contents | |
| |
|
The Marketing
Concept
Marketing as Warfare
Marketing Neuroses
Integration
Selling
The Diffusion of Marketing Speaking
the Language Marketing
Gurus Marketing
Types
The Academic
The Action Man
The Street Trader The
Marketing Hierarchy
Marketing and its Interfaces What
Marketeers Do
1. Develop Market Plans
2. Commission Market Research
3. Launch New Products
4. Brand Things
5. Make Presentations
6. Buy
Advertising
7. Promote Sales
8. Exploit PR
9. Call in Consultancies
Jargon:
Speaking the Language
Market Research Jargon
New Product Jargon
Promotion
Jargon
Jargon Diagrams:
Diffusion of Innovations
Ansoff's Diversification Matrix
Boston
Group Matrix
Emergency Matrix |
|
|
Fortune
Telling
