This Thing Called Marketing

Provides students with an accessible, real-world glimpse into the field of marketing. The text shows readers what is involved in producing effective marketing communications, campaigns, and programs, and what knowledge and skillsets are needed to do so. The book draws on the author's experience and shares successes, pitfalls, and tested strategies.

This Thing Called Marketing provides students with an accessible, real-world glimpse into the field of marketing. The text shows readers what is involved in producing effective marketing communications, campaigns, and programs, and what knowledge and skillsets are needed to do so. Rather than focusing on theory, the book draws from the author's experiences and shares successes, pitfalls, time-tested strategies, and stories to better prepare students for a career in marketing. The book begins with a chapter that defines marketing, introduce key elements in the marketing process, and help students under the field's competitive environment. Later chapters discuss ecommerce, consumer behavior, target markets and segmentation, and marketing research and sales forecasting. Students learn about product strategies, managing and developing brands, the supply chain, and retailers, merchandising, and pricing. Advertising and public relations are addressed, and readers learn how to develop a marketing budget. The final chapter speaks to content and social media, and how best to incorporate these modern elements into marketing and communication plans. Conversational in tone and an excellent introduction to all aspects of marketing, This Thing Called Marketing is ideal for foundational courses in the discipline.