13th July 2017
The Sun is out, Wimbledon men’s semi final on the television, I’m eating a sausage roll (okay, two) and just come home from work to start a three day weekend. What better time to start live-blogging a book about Marketing?
First of all, why?
Well, I had an idea yesterday. That I would like to do a job that I enjoy, that is challenging and that also might make me some money. To be fair, that was not an original thought, but I hadn’t come up with a realistic solution to the conundrum. And then I thought, what about marketing?
Coming from a leftist background (since overcome) I think I had a feeling that sales and marketing were somehow evil capitalist inventions to make people spend lots of money they don’t have on things that they don’t really want or need. But now I think that there is a case to be made for the idea of marketing adding value to the goods and services that we consume. Why is drinking wine from a nice glass so much more pleasurable than having it from a plastic cup? Why do sandwiches cut in to triangles taste better than their rectangular counterparts? Why shouldn’t a good marketing campaign make something actually better to experience, and worth the money paid for it?
Also, it’s something that is creative, and so potentially fun.
And why this book? Well, I just found it on a shelf in my flat. It’s pretty prodigious looking, and I think blogging about it is going to help me retain the information better. The general idea is to see if this is a subject that I really do have an interest in and whether it’s something I’d like to pursue as a career.
So, without further ado, The Preface.
“eponymous” – what does it mean? Related to Bob Dylan’s The times they are a-changin’. (something about giving a name to something, I still don’t really understand).
Started talking about politics and the European Union now, wasn’t expecting that. Ah, the changes in demographics is being related to marketers as well as politicians.
Gone on to Globalisation and quoted statistics from 2004, so not particularly up-to-date, this.
Okay, going on to the structure of the book now. Part 1 – Marketing Now. Providing a framework. Part 2 – The Marketing Setting. Stuff about the internet (a new tech!) also strategy and social responsibility… could be dated. Part 3 – Markets. Stuff about marketing to consumers as well as businesses. Hadn’t really considered marketing to businesses before. Also market research which could be interesting, might be an entry point for me. Part 4 – Core Strategy. How to position products to different segments of a market. Part 5 – Product. Branding, etc. Part 6 – Price. Pricing strategies, sounds interesting. Part 7 – Promotion. As you would expect. Part 8 – Place. How products and services get to the buyer.
Then a bit on what to expect in the chapters, examples and case studies and what-not.
It says there is a website, let’s see if we can find it. Nope.
Next Acknowledgements and About the Authors which I’m not going to read.
So far thought I’m definitely still interested, I’m thinking this could be an exciting avenue to go down.