Modern Marketing-2nd edition - PDF Ebook

2nd edition- released 2022

"The aim of marketing is to create demand for a product or service, either by making people aware of its existence, or by making them feel they want or need the product. Whether one does this by sending out tweets and YouTube videos, printing posters, publishing articles on the product, or using a town crier - the desired goal is still the same.

Whilst the tools of modern marketing in no way resemble those used in the past, the core principals are similar.

There is a famous story about King Frederick II of Prussia, who enacted what these days might be dubbed “guerrilla marketing tactics”, in an attempt to ease the famine of 1774. King Frederick saw potatoes as a solution to the famine, however introducing them to the peasants did not go down well, given that not even the dogs would eat them. They refused to plant them in their fields and King Frederick II was forced to come up with another method of convincing people to consume them. Essentially he had to market them somehow and create desire in his “target market”.

The solution he implemented was to have a large field of potatoes planted and then heavily guarded. The guards, however, were ordered to look the other way when people came to steal the crops. Thus the potato was “re-branded” as something worth guarding and therefore worth having, worth stealing and ultimately worth eating.

The trick today, is working out how to take lessons from the past and implement them using modern marketing tools, which allow you to access a worldwide audience in a manner that more traditional methods and even traditional media cannot compete with."

CHAPTER 1 DEALING WITH THE MODERN WORLD
Staying Up To Date
Learn From History

CHAPTER 2 HOW TO GET NOTICED
Be Seen In Three Different Places

CHAPTER 3 CHANGES IN RETAILING
Online Selling
Virtual Services
Phone Ordering
Buying In Bulk
Trading Goods and Services
Parties
Organisational Selling

CHAPTER 4 USING THE INTERNET
Websites, Apps and Social Media
Websites
Mobile Friendly Websites
Apps
Social Media
Blogs, eZines, eBooks
Data Collection
Email campaigns

CHAPTER 5 USING SOCIAL MEDIA
Overview
Current Social Media Apps
What is Possible?
Things You Must Do
Keywords
Examples of tricks of the trade

CHAPTER 6 WRITING THAT WORKS
Words that Sell
Blogs
Social Media
eZines
eBooks
Editorials
Marketing accessible

CHAPTER 7 PEOPLE WHO WORK IN MARKETING
Careers in Marketing
What is Needed to Be a Successful Marketer

CHAPTER 8 MARKETING TERMINOLOGY/DICTIONARY/GLOSSARY
Further reading and study
More ebooks available
Courses available

What is Marketing Today?

To understand marketing, you must first understand that the activity of any business can be broken up into a series of components:

• a. Planning
• b. Production
• c. Managing
• d. Marketing