Marketing: A Guide to the Fundamentals
The Economist
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Marketing: A Guide to the Fundamentals
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Narrated by:
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Barnaby Edwards
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By:
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Patrick Forsyth
About this listen
Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the 'marketing department'- marketing is one of the most misunderstood areas of business.
Philip Kotler, an American marketing guru, defines it as "the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society's needs and its pattern of industrial response".
The late Peter Drucker, a leading management thinker, was content to say simply: "Marketing is looking at the business through the customers' eyes". This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.
©2010 Patrick Forsyth (P)2013 Audible LtdEditorial reviews
This audiobook presented by The Economist covers a number of skills needed to succeed in the marketing industry. Author and Consultant Patrick Forsynth presents a great deal of information for the marketing amateur as well as the marketing professional looking for some review. With his crystal-clear British accent, performer Barnaby Edwards makes the complex lessons presented in this audiobook seem fairly clear. His pacing is unhurried throughout. For those interested in this industry and with a bit of patience, there's quite a lot to learn here.
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What listeners say about Marketing: A Guide to the Fundamentals
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Amazon Customer
- 02-07-21
Marketing Fundamentals
An excellent book. It lays out the principles step by step with lots of examples to contextualize the information. For a novice in the marketing space, this book is a great foundation on which to build or refine the marketing strategy. I know I will refer back to it often.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Anonymous User
- 02-18-24
Foundation
A good place to start your journey through the marketing world. 1.5x speed recommended :)
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Overall4 out of 5 stars
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Performance5 out of 5 stars
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Story4 out of 5 stars
- JasonB
- 02-28-22
Great overview of the marketing machine.
This book is a great foundational resource for marketing overview across an organization. It operates very much like a textbook you'd find in a college, but with more accessible information. While it could do with a slight refresh in some of the examples and more current representation of digital advertising, overall the fundamentals and foundations described are sound.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Vlad Iv
- 12-27-13
Excellent overview on marketing
Any additional comments?
Peter Drucker defined marketing as "looking at the business through the customers' eyes."
This book is an excellent intro into the field of scientific marketing. Topics covered include: product life-cycle, marketing mix, pricing, market research (min you need to know).
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2 people found this helpful
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Blue777
- 04-14-21
University course in marketing
This is equivalent to a university course in Business Management-Marketing. It introduces all the principles from the 4 Ps to marketing strategy. Great, thanks.
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Overall5 out of 5 stars
- Carl Thornton
- 12-28-22
Great tips in this book
There were plenty of great tips for marketing your business in this book. Definitely things I missed as a business owner.
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Overall4 out of 5 stars
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Performance3 out of 5 stars
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Story2 out of 5 stars
- Anthony
- 02-28-14
Exactly What it Should Be
Would you consider the audio edition of Marketing: A Guide to the Fundamentals to be better than the print version?
I'm not familiar with the print version, but a topic this dry is served best when not actually read.
What was most disappointing about Patrick Forsyth’s story?
Nothing really. It was good overall.
What did you like about the performance? What did you dislike?
As stated earlier, it is a fairly dry topic- His accent and rhythm of speech is a little hypnotic at times and i found myself not listening often. Not to fault the narrator, its just not an exciting topic.
Did you have an extreme reaction to this book? Did it make you laugh or cry?
No.
Any additional comments?
I was about to attempt a "test-out" college course in marketing by passing an exam in lieu of actually taking the class. I had 0 knowledge of marketing prior to the test and was hoping this could save me the time of reading the text book. If you are in a similar instance, the book is worth a listen- however, it is not likely sufficient alone to pass any sort of test. With that being said, it did greatly help my ease in reading the class text and did commit a few useful concepts to memory. I passed the test, but i ended up having to read the book.
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Hugo
- 02-19-21
amazing time
you must spend sometime listening to this great book. It is truly appreciated all the info provided.
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Overall2 out of 5 stars
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Performance3 out of 5 stars
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Story4 out of 5 stars
- Anonymous User
- 04-09-21
Lecture and Stuffy
Enjoyed the content however it reminded me of my college days with the 500 student mass lecture hall and the 100 year old professor who told the same story about Marketing over and over.
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Overall2 out of 5 stars
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Performance1 out of 5 stars
- Ange Vazquez
- 02-13-23
Hard to listen to.
Completely hard to get through. I could not focus and listen to what was being said. The reader or the material is absolutely boring and if I hadn't been walking around while listening to it, I probably would have fallen asleep.
I couldn't even finish it.
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