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Marketing for Beginners

How to Get Your Products

into the Hands of Consumers

By: Iain Williamson

HOW THIS BOOK WILL HELP YOU

If you want to know how to market your products or services, this book will provide you with all the answers. It is a practical, hands-on book, written in non-technical language for the small business owner. It will also help students who are studying entrepreneurship so they can obtain a better insight of the basic concepts and their application.

This book does not confine itself to the traditional marketing methods of the last 20 years, but looks at the Internet as a dynamic new tool which will lead to a convergence of marketing methods. By taking a look into the future, this book will also appeal to seasoned sales and marketing executives who are trying to position their companies in the new information age economy.

This book covers various methods of distribution, retailing and fulfilment. It looks at advertising, promotion, direct mail, mail order marketing, tele-marketing, fax broadcasting and marketing through catalogues, trade shows, fairs and flea markets. You will learn about the basic ideas behind database marketing, after-sales service and the concept of the lifetime value of a customer. Finally, it will take a look into the future of electronic commerce and its role in marketing.

ABOUT THE AUTHOR

Iain Williamson is an entrepreneur, business consultant and seminar leader. His views have appeared in many newspaper articles. He has also been a guest on radio and has appeared on television shows such as: CBC TV's Venture; TVO's MoneysWorth, and Canada Tonight of BCTV and CHCH Television.

Iain spent five years as a financial analyst and knows what makes business tick. For over 20 years he operated his own businesses in importing, high technology and manufacturing. He is now a small business consultant and also owns a book publishing business. He writes from his personal about the marketing of products and services and shares his insights with you.

Iain holds degrees from the Universities of St. Andrew's in Scotland and Oxford in England.

If you want to find out how to go about marketing your products or services, Iain will provide you with the basic knowledge. He will also show you what lies ahead with electronic commerce.

CONTENTS

Chapter 1 - What Do We Mean by Marketing?

Chapter 2 - Advertising

Chapter 3 - Promotion

Chapter 4 - Direct and Indirect Marketing

Chapter 5 - Using Intermediaries

Chapter 6 - The Role of Retailers in Marketing

Chapter 7 - Direct Mail Marketing

Chapter 8 - Mail Order Marketing

Chapter 9 - Catalogue Marketing

Chapter 10 - Telephone Marketing

Chapter 11 - Fax Broadcasting

Chapter 12 - Fairs, Trade Shows and Flea Markets

Chapter 13 - Database Marketing

Chapter 14 - Lifetime Value of a Customer and After Sales Service

Chapter 15 - Electronic Commerce

Marketing for Beginners: How to Get Your Products into the Hands of Consumers: by Iain Williamson: 215 pages, softcover; ISBN 978-1-896210-97-1; published in 1999; Canadian $29.95.

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