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Marketing : a very short introduction
Le Meunier-FitzHugh, Kenneth
Marketing : a very short introduction Kenneth Le Meunier-FitzHugh - Oxford Oxford University Press 2021 - xx, 151 p. : illustrations 18 cm.
This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer's purchasing habits.
9780198827337
Marketing
658.8 / LE
Marketing : a very short introduction Kenneth Le Meunier-FitzHugh - Oxford Oxford University Press 2021 - xx, 151 p. : illustrations 18 cm.
This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer's purchasing habits.
9780198827337
Marketing
658.8 / LE