Textbook
Marketing for Engineers, Scientists and TechnologistsISBN: 978-0-470-05709-4
Paperback
368 pages
May 2008, ©2008
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Written by a technologist for technologists this book is essential
reading for engineers, scientists and technologists taking a module
of business studies or marketing at all levels. Using the
author’s considerable experience in both teaching marketing
and dealing with engineers, scientists and technologists Curtis
uses CIM developments to provide enough skills to put the marketing
into context.
‘Marketing for Engineers, Scientists and Technologists’ presents the range of marketing sectors including consumer products, services, international and business to business. Current issues in the marketing environment such as green and social marketing are discussed. Full coverage is given to the implementation powerhouse of marketing and the service extended marketing mix. Management skills are needed to implement marketing plans, such as leadership, negotiation and consultancy and these topics are covered in section three. Section four brings all the elements together into three key areas, new product development, market driven quality and marketing plans.