The DNA of Marketing (Nuts & Bolts series)

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9780974876535: The DNA of Marketing (Nuts & Bolts series)

Business people at every level will benefit from this scientific approach to the basics of marketing. Information on the seven fundamental building blocks of marketing, such as product price, the distribution network, and product promotion, are provided along with a guide to effective marketing systems and structures, including details on the trademarked Universal Web Structure, Lock and Key Branding System, and Distribution Structure Model. Important but often overlooked marketing fundamentals, such as corporate image, corporate positioning, and marketing information systems are also discussed.

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About the Author:

Ira S. Kalb is the president of Kalb & Associates, a consulting and training firm that specializes in marketing, sales, management and business systems. He is the author of Creating Your Own Marketing Makes Good $ and Sense and The Fundamentals of High-Technology Marketing. He lives in Santa Monica, California.

Excerpt. © Reprinted by permission. All rights reserved.:

HOW DOES MARKETING FIT IN THE OVERALL BUSINESS? When done properly, this process starts in the formative stages of a company's development. Before deciding on the company's raison d'être — or its reason for existing, the market should be investigated to determine the kinds of products (goods and services) that prospective customers, or market targets, want. Based on the Marketing Research collected, the company's structure, fabric, culture, personnel, and products should be designed or selected to best meet the needs of potential customers. In marketing terminology, companies that follow this market orientation are called market-driven or customer-driven. In contrast, those companies that organize and develop around a product idea without formal regard for the wants and needs of the marketplace are typically called product-driven. That is, a product is developed as the brainchild of some inventor or founder without benefit of the knowledge that there are a sufficient number of people in the marketplace who want to buy it. While many product-driven companies have been successful, they have typically achieved their success with superior technology and in an environment that has little competition — that is, where the customer needs the product but has few alternative places to buy it. They often have considerable difficulty adjusting to the pressures brought by changes in the market environment, such as the entry of formidable competitors. In addition to Marketing Research, the Marketing process incorporates a number of other elements. As with the Periodic Table, which represents all of the known elements in the universe, or DNA, which represents the building blocks of life, marketing is based on seven basic elements known as the seven fundamental building blocks of Marketing. Years ago, there were only four building blocks, known as the Four P's of Marketing. Unfortunately, most marketing texts and courses still teach these Four P's. Since we want to be more successful and complete, we recognize seven in this book.

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Kalb, Ira S.
Editore: Dna Press (2005)
ISBN 10: 0974876534 ISBN 13: 9780974876535
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