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Starting Your Marketing

Starting Your Marketing

Author(s): Matthew A. Gilbert

Edition: 2

Copyright: 2024

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$116.87 USD

ISBN 9798385110452

Details KHPContent 180 days

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In an era dominated by the relentless rise of social media marketing and the advent of artificial intelligence, the influence of marketing has never been more profound. Individuals now encounter up to 10,000 advertisements daily, underscoring the explosion of marketing channels and the sophistication of targeting techniques. Starting Your Marketing engages this evolving environment through 16 chapters across four modules. 

Module 1 introduces marketing basics, scanning market environments, delving into market research, and managing product portfolios. In Module 2, readers explore market segmentation, consumer behavior insights, organizational engagement, and pricing strategies. Strategic planning, market expansion tactics, logistical considerations, and distribution strategies are the focus of Module 3. Addressing the cutting edge of marketing, Module 4 explores building brands, unifying messages across platforms, leveraging digital and traditional channels, and crafting impactful promotions. 

Aimed at beginners, this textbook equips students with the knowledge to create, manage, and enhance key marketing relationships, emphasizing why and how value creation is fundamental. From product conception to market presence, Starting Your Marketing walks readers through every step of the marketer's journey.

Module 1 
Chapter 1, Defining Marketing 
Chapter 2, Scanning Surroundings 
Chapter 3, Researching Markets 
Chapter 4, Managing Products 

Module 2 
Chapter 5, Determining Segments 
Chapter 6, Understanding Consumers 
Chapter 7, Engaging Organizations 
Chapter 8, Establishing Prices 

Module 3 
Chapter 9, Planning Strategies 
Chapter 10, Expanding Markets 
Chapter 11, Implementing Logistics 
Chapter 12, Choosing Places 

Module 4 
Chapter 13, Building Brands 
Chapter 14, Unifying Messages 
Chapter 15, Leveraging Channels 
Chapter 16, Designing Promotions

Matthew A. Gilbert

Matthew A. Gilbert, MBA, is a teacher, researcher, and trainer with more than 25 years of experience consulting, speaking, and writing. At Coastal Carolina University, he teaches advertising, personal selling, and principles of marketing. In class, he pairs core concepts with applied learning to build his students’ analytical, creative, and interpersonal skills. His research focuses on AI in marketing, digital engagement, experiential marketing, marketing technology, and sports marketing. He also develops training workshops, consults on communication and curriculum, and has delivered three TEDx Talks. His writing includes Kickstarting Your Marketing, a principles of marketing textbook, and several book chapters on AI, branding, and global sports. Learn more at https://www.matthewagilbert.com.

In an era dominated by the relentless rise of social media marketing and the advent of artificial intelligence, the influence of marketing has never been more profound. Individuals now encounter up to 10,000 advertisements daily, underscoring the explosion of marketing channels and the sophistication of targeting techniques. Starting Your Marketing engages this evolving environment through 16 chapters across four modules. 

Module 1 introduces marketing basics, scanning market environments, delving into market research, and managing product portfolios. In Module 2, readers explore market segmentation, consumer behavior insights, organizational engagement, and pricing strategies. Strategic planning, market expansion tactics, logistical considerations, and distribution strategies are the focus of Module 3. Addressing the cutting edge of marketing, Module 4 explores building brands, unifying messages across platforms, leveraging digital and traditional channels, and crafting impactful promotions. 

Aimed at beginners, this textbook equips students with the knowledge to create, manage, and enhance key marketing relationships, emphasizing why and how value creation is fundamental. From product conception to market presence, Starting Your Marketing walks readers through every step of the marketer's journey.

Module 1 
Chapter 1, Defining Marketing 
Chapter 2, Scanning Surroundings 
Chapter 3, Researching Markets 
Chapter 4, Managing Products 

Module 2 
Chapter 5, Determining Segments 
Chapter 6, Understanding Consumers 
Chapter 7, Engaging Organizations 
Chapter 8, Establishing Prices 

Module 3 
Chapter 9, Planning Strategies 
Chapter 10, Expanding Markets 
Chapter 11, Implementing Logistics 
Chapter 12, Choosing Places 

Module 4 
Chapter 13, Building Brands 
Chapter 14, Unifying Messages 
Chapter 15, Leveraging Channels 
Chapter 16, Designing Promotions

Matthew A. Gilbert
Matthew A. Gilbert

Matthew A. Gilbert, MBA, is a teacher, researcher, and trainer with more than 25 years of experience consulting, speaking, and writing. At Coastal Carolina University, he teaches advertising, personal selling, and principles of marketing. In class, he pairs core concepts with applied learning to build his students’ analytical, creative, and interpersonal skills. His research focuses on AI in marketing, digital engagement, experiential marketing, marketing technology, and sports marketing. He also develops training workshops, consults on communication and curriculum, and has delivered three TEDx Talks. His writing includes Kickstarting Your Marketing, a principles of marketing textbook, and several book chapters on AI, branding, and global sports. Learn more at https://www.matthewagilbert.com.