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What You Need to Know About Marketing
Marketing is shrouded in arcane mystery and buzzwords.It frightens many and bewilders others. Yet every business, from the hand-car-wash by the side of the road, to the world's most famous brands, engage in marketing every single day.This is an essential, reliable, speedy and up to date guide to the most robust and important concepts in marketing.This book shows you how to understand and do marketing without having to study a degree or a diploma in it.Along the way it shows you what has been learned about marketing over the centuries, what experts can teach us that we can use ourselves, how marketing has changed in our new ‘digital' world, and how to avoid classic mistakes. In short, this is all you need to know about marketing. Introduction - Marketing: the world's second oldest business activityChapter 1 - The Product. Chapter 2 - The Marketing Strategy and the Marketing PlanChapter 3 - Your Customers. Chapter 4 - Pricing and PromotionChapter 5 - Placement or Distribution. Chapter 6 - Customer EngagementChapter 7 - BrandingChapter 8 - Social Media and Digital Marketing
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Data-Driven Marketing : The 15 Metrics Everyone in Marketing Should Know
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Economic Development : What Everyone Needs to Know®
There is much discussion about global poverty and the billions of people living with almost nothing.Why is it that governments, development banks, think-tanks, academics, NGOs and many others can't just fix the problem?Why is it that seemingly obvious reforms never happen?Why are prosperity and equity so elusive? The revised second edition of Economic Development: What Everyone Needs to Know® brings readers right into the trenches of development policies to show what practitioners are actually doing and explains the issues, dilemmas, options, frustrations and opportunities they face, day in and day out.In straightforward language and a question-and-answer format, Marcelo M.Giugale outlines the frontier of the development practice or, as he puts it, "...the point at which knowledge stops and ignorance begins." He takes readers from why it is so difficult to get governments to function, to the basic policies that economies need to work well, the powerful new tools for social assistance, and the challenges of inclusion, education, health, infrastructure, technology, data, and foreign aid.Giugale gives no definitive, universal answers. They don't really exist. Rather, he highlights what works, what doesn't, and what's promising.Drawing from examples across the world, his overall message is clear: economic development, and the poverty reduction that goes with it, have never been more possible for more countries.
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