I never read forwards, but given how little I knew about marketing it seemed like the place to start. Surprise, the forward to Al Ries and Jack Trout’s Positioning: The Battle for Your Mind was worth the read. It dices out an elementary vocabulary and framework for marketing theory – an excellent place to start for the marketing novice.
The Traditional 4 Ps of Marketing:
The P that connects and guides the Traditional 4: Positioning
Where to start?
Want to know more? Positioning: The Battle for Your Mind is available on Amazon.
Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 1986. Print.