Marketing for Engineers, Scientists and Technologists

To succeed, products and services must satisfy customers’ needs and wants. Engineers, scientists and technologists need to understand these needs to develop and deliver better products. This book covers consumer products, services, international and business to business marketing, as well as current issues such as green and social marketing and the service extended marketing mix. Tony Curtis also discusses the core management skills needed to implement marketing plans, such as leadership, negotiation and consultancy. Finally, he brings all these elements together into three key areas; new product development, market driven quality and marketing plans.

Written by a technologist for technologists, this book is essential reading for engineers and scientists taking a module in business studies or marketing at all levels. It also provides a good foundation in marketing strategy for MBA students with a technical or scientific first degree.