Even if you aren't a marketer, you need to understand the essentials of marketing and how they relate to your business. This book helps you: grasp and navigate the basic elements of a marketing strategy and plan; understand your markets; and, plan effective marketing programs, advertising campaigns, and sales promotions.

Mentors' Message: Why Understanding Marketing Is Important Understanding Marketing: The Basics What Is Marketing? A high-level view of this complex function and process. When Your Company Markets to Consumers Insights into how consumers' minds work--and how you can learn more. When Your Company Markets to Organizations Insights into how organizations buy. Understanding Your Competition Powerful tactics for leaving rivals behind. Developing Your Marketing Strategy How to make key strategic decisions for marketing your product or service. Crafting a Marketing Communications Plan Tips for deciding how you'll communicate your message to customers. New Offerings: A Potent Marketing Tool Suggestions for creating fresh products and services to market. Putting Your Marketing Plan into Action Ideas for working with your marketing department and the marketing process to ensure success. Spotlight on Direct Marketing A focused look at this special form of marketing. Spotlight on Relationship Marketing A closer examination of this special form of marketing. Tips and Tools