Demystifying Marketing is a comprehensive and accessible book covering all key marketing matters, with an emphasis on practicality and why marketing is important in engineering.

Patrick Forsyth is a consultant and trainer and runs Touchstone Training & Consultancy. He the author of many successful business books on the topics of marketing, management and communications skills. These books include: How to Write Reports and Proposals and Successful Time Management (Kogan Page), and The Gentle Art of Getting Your Own Way (Foulsham).

• Part I: An overview of marketing


• Chapter 1: Marketing in context


• Chapter 2: The marketing domain


• Part II: Fundamental issues


• Chapter 3: Product considerations


• Chapter 4: Pricing policy and tactics


• Chapter 5: Market research and information


• Chapter 6: Routes to market: distribution channels and methodology


• Part III: Strategy and marketing planning


• Chapter 7: Marketing strategy


• Chapter 8: Marketing planning


• Chapter 9: Coordination and control


• Part IV: Marketing communications


• Chapter 10: How people buy


• Chapter 11: Marketing communications: the role and workings of different methods


• Chapter 12: Additional persuasive influences