000			01246nam a22001697a 4500
008			241224b |||||||| |||| 00| 0 eng d
020			_a9780198827337 _qpbk
041			_aeng
082			_a658.8 _bLE
100			_aLe Meunier-FitzHugh, Kenneth
245			_aMarketing : a very short introduction _cKenneth Le Meunier-FitzHugh
260			_aOxford _bOxford University Press _c2021
300			_a xx, 151 p. _b: illustrations _c18 cm.
520			_aThis 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			_aMarketing
942			_cENGLISH
999			_c567416 _d567416