Success Pen Pal: Marketing Handbook

By Bryan Chau

Many people have different interpretations of what marketing entails. For some people, marketing is considered a tool used by organizations to promote and sell products and services. Other people believe that marketing consists only of advertisements for products and services placed in newspapers, television, magazines, and the Internet.

Prior to getting my degree, I was under the impression that marketing consists of not only building a brand name but also offering a variety of promotions that aid in drawing attention to the products and services offered by a particular firm. That organizations use a variety of different media platforms to promote attractive sales and discounts in an effort to entice more consumers to those goods. In actuality, marketing encompasses much more than what was stated and is a vital component to achieving business success.

Without marketing, the world would lose the spark that provides businesses with creativity and growth. Milan Kundera, a renowned author and poet, once stated that a “business has only two functions – marketing and innovation.” Through proper marketing and creative innovations, businesses are equipped with the necessary tools to create new products and services that customers love, thus generating additional revenues for the firm. In addition, effective marketing would also enable companies gather crucial feedback from consumers about the products and services offered, along with ensuring that consumer demands are met.

With this in mind, it is imperative that people, especially business owners, realize the importance of marketing and the affect that marketing has on the success of any business. So without further ado, let’s begin. By the time you finish reading this eBook you’ll have a thorough understanding of what marketing entails, along with using this handbook to achieve business marketing success!
To Your Success,

Bryan Chau

Founder

Success Pen Pal

• Language: English
• Publisher: Bryan Chau
• Release date: Apr 13, 2013
• ISBN: 9781301779475

Bryan Chau

Consultant I Entrepreneur I Writer

Book preview

Running Head: Success Pen Pal – Marketing Handbook

Success Pen Pal

Marketing Handbook

Bryan Chau

Published by Bryan Chau at Success Pen Pal

Smashwords Edition

Copyright © 2013 Bryan Chau

Success Pen Pal – Marketing Handbook

© 2013 by BRYAN CHAU

Printed in the United States of America

ISBN: 9781301779475

Learn more information at: www.successpenpal.com

Table of Contents

Preface

Introduction

Chapter 1 – Definition of Marketing

Chapter 2 – The Importance of a Marketing Plan

Chapter 3 – Market Research Methods, Approaches, and Tools

Chapter 4 – S.W.O.T.T. Analysis

Chapter 5 – Marketing Mix (4P’s and 6C’s)

Chapter 6 – Integrated Marketing Communications (IMC)

Chapter 7 – Public Relations (PR)

Chapter 8 – Final Thoughts

Appendix I – New eBook

Appendix II - Credits

Preface

The Success Pen Pal’s Marketing Handbook is dedicated to people who have a passion, or interest, in marketing but lacked the opportunity to learn more about this lucrative topic. Rather than charge for this eBook, I truly believe that we live in the Land of the Free where people have the option to choose their own destiny, along with having the political right to communicate one’s opinions and ideas. While Freedom of Speech is protected by the First Amendment to the United States Constitution, not too many people are advocating for the Freedom to Teach. Instead, many people miss out on a good education because they’re unable to afford