Learning about the fundamentals of Marketing

Technology and its impact is constanly evolving. For those of us working in the digital landscape, this constant evolution has a tendency to make us think that marketing principles should change with it. The fact is, some restricting parameters surrounding marketing principles have never really changed. As the platform used for advertising has shifted from print  to the web, the key fundamentals have remained constant. London School of Marketing, have released a whitepaper which provides a detailed introduction into the fundamentals of marketing.

By conducting a thorough review of the different stages that exist behind the scenes of a typical marketing campaign, this report is an essential read for all marketers, and a fascinating insight for everybody else.

The role of marketing is to present companies’ products, services and offerings to customers in order to entice them to make purchases. Reflecting the importance of this job, the general marketing process has grown to become increasingly expansive and complex. This has resulted in many of the actions that make up that process becoming specialisations in their own right. Each generation has added to this wealth of intellectual investment, creating fundamentals: a wide-ranging brief of individual specialisations that can be utilised to create high performing marketing campaigns.

Fundamentals of Marketing from Ted DeCorte

“Marketing has come on a lot since the early days,” said Anton Dominique, COO/CFO of London School of Marketing. “The industry is now a flexible, highly tuned tool that can be scaled up or down depending on requirements. This means that while marketers now have more to learn than ever before, with the right skills and knowledge they can get under the skin of customers and put together campaigns that are almost guaranteed to work.”

This London School of Marketing’s whitepaper is an excellent introduction to the different specialisations that support the overall marketing process. From segmentation to research, the paper explains terms and principles behind many of the complex theories and actions involved. Beginning with a detailed introduction to the subject, it progresses steadily through the numerous chapters, concluding with a presentation of how professional marketers conduct an evaluation of all the marketing activities they have used in a given campaign, in order to further improve future activities.

“There are a number of qualitative and quantitative measures that can be applied to show the value that a campaign has achieved,” the whitepaper informs. “Quantitative measures could be profitability, sales or the number of new customers. While, qualitative measures could include factors such as focus groups, questionnaires and employee motivation levels.”

You can download the “Marketing Principles for Marketers” whitepaper and share your views with us on twitter.