Marketing : a very short introduction Kenneth Le Meunier-FitzHugh

By:

Le Meunier-FitzHugh, Kenneth

Language: English Publication details: Oxford Oxford University Press 2021Description: xx, 151 p. : illustrations 18 cmISBN:

9780198827337

Subject(s):

Marketing

DDC classification:

658.8 LE

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Barcode
English Books	Anna Centenary Library 6TH FLOOR, A WING	658.8 LE (Browse shelf(Opens below))	Available	699026

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.

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Marketing : a very short introduction Kenneth Le Meunier-FitzHugh

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