Before exploring best practices and techniques related to technical marketing communication, a foundation of marketing knowledge is needed. Although the term marketing tends to be used as if it is a single activity, it’s actually multifaceted and complex. This chapter provides a brief overview of marketing concepts that shape technical marketing communication, including the:
• Differences between brand, product, relationship, and social marketing;
• Four Ps of the product mix;
• Methods for segmenting and targeting audiences;
• Components of an effective marketing plan;
• Legal concepts related to marketing.
Types of Marketing
Not all marketing types are the same. Some aspects of marketing promote products, while others build ...
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