DNA of Marketing

Business people at every level will benefit from this scientific approach to the basics of marketing. Information on the seven fundamental building blocks of marketing, such as product price, the distribution network, and product promotion, are provided along with a guide to effective marketing systems and structures, including details on the trademarked Universal Web Structure, Lock and Key Branding System, and Distribution Structure Model. Important but often overlooked marketing fundamentals, such as corporate image, corporate positioning, and marketing information systems are also discussed.

Kalb, a marketing and management consultant, uses DNA as a metaphor for the basic building blocks of marketing. Unlike most books that are based on the 4P's of marketing, this book adds the fundamentals of corporate image, positioning, and marketing information systems. The approach described here can be applied to all industries, and will appeal especially to those working in life science, high technology, and biotechnology. The book will be of interest to marketing students and professionals, business owners, and scientists, engineers, musicians, and artists who need to market themselves. Annotation ©2005 Book News, Inc., Portland, OR

Ira S. Kalb is the president of Kalb & Associates, a consulting and training firm that specializes in marketing, sales, management and business systems. He is the author of Creating Your Own Marketing Makes Good $ and Sense and The Fundamentals of High-Technology Marketing. He lives in Santa Monica, California.