Marketing Breakfast: Learn It and Apply It

By George Kitis

Marketing Breakfast is an introduction to marketing which analyses all the aspects a business person, start-up or anyone interested needs to know. The book analyses in a very simple way what marketing is and guides the reader how to create and implement a simple yet effective marketing strategy. Through the practical part of the book, the reader will be able to develop an effective marketing strategy for any company. Marketing Breakfast is packed with practical advice and insights that will make you return to the book again and again.
The book starts with an explanation about what marketing means. It goes on to explore fundamental elements that may affect the marketing process, like consumers’ behaviour, target groups and pricing. Then it explains marketing techniques which will guide you to better understand the aspects that can affect your company’s results. In the third part, the book introduces the readers to the environment of traditional media, new media and promotion methods. At the end of the book, there is a practical part which guides the reader to prepare a marketing strategy step by step, which will be ready at the end of the book.

• Language: English
• Publisher: Austin Macauley Publishers
• Release date: May 28, 2021
• ISBN: 9781528989886

George Kitis

George Kitis was born in the summer of 1979 in Nicosia where he spent his childhood and teenage years. When he finished his two years of army service as a sergeant in the military police, he studied communications in Cyprus and at the same time obtained a diploma in banking and finance. He continued his studies in London where he got a master’s degree in media and communications management. Some years later, he became a chartered marketer from The Chartered Institute of Marketing in the United Kingdom. He had also attended numerous seminars about marketing, management and writing. As a professional, he worked in the magazine-publishing industry, sales, marketing and for a lot of years as a brand manager for the largest alcoholic beverages company in Cyprus. Today he is the general manager and founder of Marketing LAB, a company offering marketing and training services for businesses. George Kitis is the author of two books, Something Is Missing… and Marketing Breakfast: Learn It and Apply It. The author was a candidate at Public Book Awards 2017 in Greece in the category of ‘First Appear Authors’ for his book Something Is Missing… Both books are published in Greece and Cyprus, in the Greek language, by iWrite Publications in Greece.

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References

About the Author

George Kitis was born in the summer of 1979 in Nicosia where he spent his childhood and teenage years. When he finished his two years of army service as a sergeant in the military police, he studied communications in Cyprus and at the same time obtained a diploma in banking and finance. He continued his studies in London where he got a master’s degree in media and communications management. Some years later, he became a chartered marketer from The Chartered Institute of Marketing in the United Kingdom. He had also attended numerous seminars about marketing, management and writing.

As a professional, he worked in the magazine-publishing industry, sales, marketing and for a lot of years as a brand manager for the largest alcoholic beverages company in Cyprus. Today he is the general manager and founder of Marketing LAB, a company offering marketing and training services for businesses.

George Kitis is the author of two books, Something Is Missing… and Marketing Breakfast: Learn It and Apply It. The author was a candidate at Public Book Awards 2017 in Greece in the category of ‘First Appear Authors’ for his book Something Is Missing… Both books are published in Greece and Cyprus, in the Greek language, by iWrite Publications in Greece.

Dedication

To my wife, Litsa.

Copyright Information ©

George Kitis (2021)

The right of George Kitis to be identified as author of this work has been asserted by the author in accordance with section 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of the publishers.

Any person who commits any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages.

A CIP catalogue record for this title is available from the British Library.

ISBN 9781528989879 (Paperback)

ISBN 9781528989886 (ePub e-book)

www.austinmacauley.com

First Published (2021)

Austin Macauley Publishers Ltd

25 Canada Square

Canary Wharf

London

E14 5LQ

Acknowledgement

This time it is not about writing a book, it is about helping people to learn. It is about getting experiences, knowledge and information, about facing the challenges and overcoming any obstacles that come across.

I would like to thank my family for supporting me at my first steps in the marketing and business world. Thanks also to all my colleagues, customers and business associates all those years. Thanks to Austin Macauley Publishers for the opportunity to publish this book worldwide. Finally, many thanks to my wife, Litsa, for supporting me in every step of my career.

Preface

In my fifteen-year academic and professional course in marketing, I have often met people outside my professional circle who believed that their fragmentary occupation with isolated, individual parts of marketing or publicising was enough to make them experienced connoisseurs of those sciences. They believed that some experience in sales or the creation of a Facebook page or even the online posting of an ad could give them the right to call themselves marketers. But, as the adage goes, a little knowledge is a dangerous thing.

That little all-dominating knowledge and ignorance, along with the wrong impressions about marketing, are the forces that drove me to write this book. A book aiming to point out what marketing is and to guide anyone who is interested in drawing up their own marketing plan for the enterprise or the product they are trading in. Even if a reader decides to leave the marketing part of their enterprise or product to the experts, this book will help them learn their lingo and way of thinking, so that both parties can cooperate more effectively.

However, this book does not aim to put the experts out of the equation nor exclude them from the marketing process. Equally, this book is not suggesting that it could replace the academic studies needed to materialise proper marketing strategies. But it does aim to guide the reader through their first steps in marketing and let them discover the world of marketing, create their own marketing plan, and enable them to bring it to fruition. Upon reading this book, the reader will be able to make their first steps in marketing on their own, comprehensively and effectively. Everything in this book is described in the simplest way possible, without exaggerating and leaving out unnecessary details.

Personally, I believe that I hold the right to write such a book since I can call myself a marketer with conviction; it is a right given to me on the grounds of my academic studies and my professional experience. I have earned a ‘BSc in Communications’, an ‘MA in Media and Communications Management’, a ‘Diploma in Banking and Finance’, the title of ‘Chartered Marketer’ and I am also a ‘Certified Google Advertiser’. Additionally, I have attended dozens of seminars, conferences, and educational programs on the subject of marketing, run by marketing gurus. My academic skills are paired up with my working experience, as I have been employed in the sales and marketing department of big as well as small enterprises, collaborated with mammoth global enterprises and worked in various marketing positions, having along the way the occasion to manage internationally known brands.

Does all that make me omniscient? Of course not. Besides, as the ancient Greek lawmaker, Solon, said, I grow old ever learning many things. So, I too learn something new every day, mainly because I believe that I still have a lot to learn. And I assume it’s for the very same reason that you’re holding this book in your hands – because you wish to learn and this book is the ideal first step for you to receive marketing education, to learn to think as a marketer, as well as to get practical knowledge of this scientific sector. Following the steps suggested in this book, you can create and materialise the marketing plan of your enterprise or your product and find out that marketing incorporates much more than what many people think.

Instructions for Use

This book consists of two parts: theory and practice. The first part introduces the reader to marketing and teaches them everything they need to know to understand what it is, how to make use of it, and what techniques to choose. The practical part focuses on what the reader must do to prepare the marketing plan of their enterprise or product. As it will be made clear studying this book, these two parts are interlaced throughout the book so that, once you have studied and understood the theoretical part, you will be able to move right away to its practical application.

So, at the end of this book, you will find an empty marketing-plan form you can fill out on your own. Also, at the end of the book, you can find a filled-out marketing plan that you can use as an example, in case you need additional help with some parts. Finally, in chapter 17 (Marketing Management), you can find pieces of advice that can work as directives for the execution of the plan, something you can either do alone or through a specialised office.

All the steps in brief:

Study the theoretical part of the book.

While studying this book, build up the marketing plan of your enterprise or product.

Use the filled-out marketing plan as an example in case you need it.

Bring your plan to fruition.

In addition, you should know that:

Not every marketing plan is the same nor does it include the same elements and parts; it depends on the needs and the type of each enterprise or product. The author of this book created a general form for marketing plans which can be modified accordingly by each marketer.

Certain terms are frequently mentioned in this book and their meaning is as follows:

Enterprise = Company or non-profit organisation

Product = Label or brand or commodity or service

Marketer = The individual or group of individuals who are responsible for the creation and materialisation of the marketing plan.

Chapter 1

Introduction to Marketing

It is widely known that marketing is a new science that companies and enterprises discovered recently – mostly, in the 1980s. This may not be completely wrong, but it isn’t the absolute truth either. Indeed, in recent decades, we have developed and evolved many marketing techniques that we use more extensively, however, marketing existed way back