Marketing for Engineers, Scientists and Technologists
by Curtis, TonyEdition: 1st
Format: Paperback
Pub. Date: 2008-05-05
Publisher(s): WILEY
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Summary
To succeed, products and services must satisfy customers' needs and wants. Engineers, scientists and technologists need to understand these needs to develop and deliver better products. This book covers consumer products, services, international and business to business marketing, as well as current issues such as green and social marketing and the service extended marketing mix. Tony Curtis also discusses the core management skills needed to implement marketing plans, such as leadership, negotiation and consultancy. Finally, he brings all these elements together into three key areas; new product development, market driven quality and marketing plans.
Author Biography
Dr Tony Curtis has 25 years industrial experience in the chemical and aroma trades industries before moving into education. He is a Fellow of the Royal Society of Chemistry, a Fellow of the Chartered Institute of Marketing and Senior Examiner for the ‘Marketing Management in Practice’ paper for the Professional Diploma in Marketing of the Chartered Institute of Marketing.
Table of Contents
| Preface | p. vii |
| Acknowledgments | p. ix |
| Introduction to the Context of Marketing | |
| What is marketing and why do it? | p. 3 |
| The marketing system | p. 15 |
| Contemporary issues and contexts in marketing | p. 69 |
| The Tools of Marketing | |
| Product | p. 119 |
| Price | p. 141 |
| Place | p. 161 |
| Promotion | p. 177 |
| Service extension: people, physical evidence and process | p. 195 |
| Skills for Implementation | |
| The collection and management of marketing information | p. 213 |
| Finance for marketing | p. 227 |
| Managing people | p. 241 |
| Project management | p. 263 |
| Consultancy | p. 281 |
| Bringing it all Together | |
| New product development | p. 297 |
| Market driven quality | p. 311 |
| The marketing plan | p. 325 |
| Glossary | p. 335 |
| Index | p. 343 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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