A Marketing Primer
by A. Michael Baker - Printed in Specialty Automotive Magazine

These 4 articles, printed in Specialty Automotive Magazine during 1999 and 2000, will provide you with a short course in the basics of marketing. Although the articles are aimed specifically at the specialty automotive aftermarket, the general principles presented here apply to any market for consumer goods. You may find that marketing isn't exactly what you thought it was. Please be sure to send me your comments.

Part 1 - Introduction, The 4 "P's", and Product

Part 2 - Price

Part 3 - Place

Part 4 - Promotion