Starting Your Marketing
Edition: 2
Copyright: 2024
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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
Inspired to “learn continuously and live generatively,” Matthew A. Gilbert, MBA, is a teacher, researcher, and trainer with more than 25 years of experience writing, speaking, and consulting. He joined Coastal Carolina University in 2020 after educating undergraduates in Dubai for six years. A lecturer of marketing at the Wall College of Business, he teaches advertising, consumer behavior, personal selling, and principles of marketing courses. Connecting academia with industry, his research and writing intersect humanity, industry, and technology. Considered a charismatic communicator, he facilitates professional development workshops and has delivered three TEDx Talks. As a consultant, he designs marketing communication materials and serves as a subject matter expert. He holds a bachelor’s degree in English from the University of California at Santa Barbara and an MBA from Woodbury University. When asked why teaching is his tenure, he explains, “Education empowers me to influence individuals and impact organizations while improving myself in the process.” To learn more about him, visit 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
Inspired to “learn continuously and live generatively,” Matthew A. Gilbert, MBA, is a teacher, researcher, and trainer with more than 25 years of experience writing, speaking, and consulting. He joined Coastal Carolina University in 2020 after educating undergraduates in Dubai for six years. A lecturer of marketing at the Wall College of Business, he teaches advertising, consumer behavior, personal selling, and principles of marketing courses. Connecting academia with industry, his research and writing intersect humanity, industry, and technology. Considered a charismatic communicator, he facilitates professional development workshops and has delivered three TEDx Talks. As a consultant, he designs marketing communication materials and serves as a subject matter expert. He holds a bachelor’s degree in English from the University of California at Santa Barbara and an MBA from Woodbury University. When asked why teaching is his tenure, he explains, “Education empowers me to influence individuals and impact organizations while improving myself in the process.” To learn more about him, visit https://www.matthewagilbert.com.