Marketing is an area that interacts with advertising, management and public relations, therefore it is studied in the departments related to the above industries. The marketing course is usually intensive, and specialists have to look for most of the information on their own - in special literature.
Instructions
Step 1
Philip Kotler's Marketing Fundamentals study guide is considered a must-read for anyone looking to understand the topic. The pages of the book tell about what marketing is and its elements - the market, consumers, goods, prices, commodity movement. The author teaches the reader to conduct marketing research, segment the market correctly, and draw up a strategy. The text contains many examples from life. At the beginning of each chapter, its objectives are presented to the reader. The tutorial is written in simple language and is designed specifically for those who are just getting started with marketing.
Step 2
Another useful guide from F. Kotler is “Marketing. Management . In it, the author touches on the topic of the management component of marketing. More information is given here than in the first book. The manual also contains many examples for a clearer understanding of the theory. Each chapter begins with quotations leading up to the main text.
Step 3
A work entirely devoted to marketing research belongs to G. A. Churchill. The book describes in detail what types of research are, why they are needed, how to conduct them, analyze and draw up reports on them.
Step 4
R. Blackwell, P. Miniard and J. Angel write in detail about consumer behavior in the manual of the same name. The book explores how people are aware of the needs that lead to purchasing decisions. The topic of individual characteristics of a person and social attitudes, which influence the choice of goods and services, is touched upon. Separate chapters are devoted to the importance of knowledge about upcoming purchases and motivation to complete this action. At the end of each chapter there are brief conclusions and questions to test knowledge. Cases follow the main text.
Step 5
David Aaker in his book "Building strong brands" on the example of well-known companies reveals the secrets of how to create a memorable and sellable brand for your product. Another interesting book on brands is "No logo" by Naomi Klein. This is a journalistic investigation, explaining the attitude of people towards famous brands.
Step 6
B. M. Enis, K. T. Cox and M. P. Mokwa - Collected 38 articles from several leading theorists in the field into one book, combining them into four main blocks dealing with marketing philosophy, customer and market behavior, marketing strategies and competition. The collection is called "Classics of Marketing".
