The marketing industry has always been about speed and change, of connecting consumer behaviors with insights, or about trends that may have made its presence felt at least a bit, or caught us all flat-footed with no warning at all.
This pattern makes our industry volatile, constantly expanding into unknowns, always requiring new knowledge, new skills, new behaviors and new attitudes. This makes us all beginners at something, and we must relentlessly keep learning, and keep being mindful. That could be tiring - but this is why we need the fundamentals - to keep us grounded, guided and aware.
This is what this book - Marketing for Beginners (Start Strong, Succeed Fast). aims to achieve. By using a beginner's mindset, it offers a fresh perspective on marketing (in a post-pandemic era) with a focus on the Philippine setting.
Everything you need to know about marketing is here - from marketing principles and strategies, marketing opportunity analysis, customer relationships and consumer analysis, segmenting-targeting-positioning, the marketing mix (4Ps), marketing implementation, evaluation and control, and (how to put together) the marketing plan. There are four special topics added here to complete our approach to marketing and these are market-driving strategy, marketing for social responsibility, marketing in a post-pandemic environment and metaverse marketing.
Whether you are a student, just starting out in business, a non-marketing professional or a seasoned marketing expert - if you want a guide to help you build a solid foundation, to refresh or restart, or to succeed with less pain and less cost in today's rapidly evolving business environment - this book is for you.