The most comprehensive marketing reference
Outlining the steps to achieve a competitive advantage
This website is open-access, no nonsense, and absolutely free – no name requests, no credit card requests, no subscriptions, no spam. No personal information is collected, stored, or shared.
Two quality e-books are available
[1] The Marketing Concept: an academic perspective
free e-book
The Marketing Concept: an academic perspective is a comprehensive treatise of marketing and ideal for academics, educators, students, and those wishing a comprehensive understanding of marketing. It is a distillation and synthesises of the best classic and contemporary academic marketing literature. A treatise of over 900 of the best journal articles, this e-book is an excellent reference for marketing academics, business students, and businesspeople. In a world of questionable social media opinions, this e-book provides confidence through an academic rigor that is extremely rare. Now in its 12thedition, the uptake of the Marketing Concept: an academic perspective has been beyond expectations. As an academic treatise, it takes time and effort to read, however, the rewards of the reading a synthesis of the finest marketing research will be worth the effort.
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[2] The Marketing Concept: a business perspective
free e-book
The Marketing Concept: a business perspective is a concise version of the treatise in an easy-to-read format, ideal for managers and owners of small-medium businesses – a practical step by step guide to on how to achieve a competitive advantage. Although CONCISE, it provides a detailed discussion on what is marketing and how it can be applied by business. The e-book explores how through best satisfying customers – organisations can best satisfy their own needs. Most importantly, the steps to achieving a sustainable competitive advantage through a better understanding of the business-marketing planning process are outlined and explained.
The Marketing Concept: a business perspective is an ideal introduction to marketing. As one reader stated – ‘I would recommend this to time poor businesspeople’.
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COMPANION MATERIAL
marketing slides
the ‘key slides’ [ppt] are provided to help readers explore the theories and concepts of marketing – perfect for staff training – please acknowledge the source.
marketing tutorials
the companion content for each module of the e-book is presented in a tutorial and visual learning format – including PowerPoint slides, videos, and explanatory notes.
marketing activities
to accelerate learning and increase retention, familiar and typical marketing situations are presented [analogical learning]
marketing exemplars
bringing concepts, theories, and constructs to life through a selected variety of real-life examples and different perspectives.
guest posts
COMING SOON – marketing experts will be invited to contribute their views