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Marketing : a very short introduction (Record no. 567416)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01246nam a22001697a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 241224b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780198827337 |
| Paper back/Hardbound | pbk |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| Item number | LE |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Le Meunier-FitzHugh, Kenneth |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing : a very short introduction |
| Statement of responsibility, etc | Kenneth Le Meunier-FitzHugh |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Oxford |
| Name of publisher | Oxford University Press |
| Year of publication | 2021 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xx, 151 p. |
| Other physical details | : illustrations |
| Dimensions | 18 cm. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | English Books |
| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Anna Centenary Library | Anna Centenary Library | 6TH FLOOR, A WING | 17.10.2024 | 658.8 LE | 699026 | 24.12.2024 | English Books |