This is our on-line  "e-textbook". It is about "understanding marketing". It is complementary to the Marketing process section, which is about "doing marketing". The e-textbook is broken down into easily digestible chunks. It is only accessible by logged-in Full Members.

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"e-Textbook" contents:

Dip in where you need - or use the site "livesearch" to find things...

Marketing for beginners

Marketing in the business context

Introduction

Marketing related to other business functions

Marketing related to the outside world

Marketing as an "exchange"

The importance of "Value"

The market environment

The problem of advancing technology

Key marketing concepts and tools

(From here on still to do! )

The marketing process

Introduction & the market environment

The market development process

Market segmentation

Decision makers & Market positioning

Competitors& differentiating advantage

The marketing mix

Product

price

promotion

place

The sales pipeline process

Suspects

Prospects

Potential customers

Customers