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Marketing: A Very Short Introduction (Paperback)
Loot Price: R214
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Marketing: A Very Short Introduction (Paperback)
Series: Very Short Introductions
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List price R264
Loot Price R214
Discovery Miles 2 140
You Save R50 (19%)
Expected to ship within 9 - 15 working days
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Total price: R234
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Very Short Introductions: Brilliant, Sharp, Inspiring Marketing is
pivotal in today's world. Used for determining and satisfying the
needs of the customer, it stands at the interface between an
organisation and its environment. Marketing provides customer and
competitor information to the organisation, as well as creating
awareness of the company's offering. As globalization creates
increasing challenges to established marketing practices, marketing
efforts need to reposition and adapt continuously to maintain an
organisation's ability to reach potential customers. 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. ABOUT THE SERIES:
The Very Short Introductions series from Oxford University Press
contains hundreds of titles in almost every subject area. These
pocket-sized books are the perfect way to get ahead in a new
subject quickly. Our expert authors combine facts, analysis,
perspective, new ideas, and enthusiasm to make interesting and
challenging topics highly readable.
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