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Books > Business & Economics > Business & management > Business communication & presentation
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The Dominant Influence of Marketing in the 21st Century - The Marketing Leviathan (Hardcover)
Loot Price: R2,126
Discovery Miles 21 260
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The Dominant Influence of Marketing in the 21st Century - The Marketing Leviathan (Hardcover)
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Marketing is firmly entrenched in many societies and seems to be in
accord with economic and social developments. It is relevant to
literally millions of businesses and 7.1 billion potential
customers. It has become a global phenomenon. It affects all
businesses, medias, and service agencies and impacts on every man,
woman and child on the planet. It is everywhere ubiquitous and
omnipresent, and of relevance in emerging world developing nations
and of course in the advanced economies of the 21st
century.Marketing has become the dominant connecting mode of
expression between business and non-business organisations of all
types and sizes, and customers and consumers are continually
informed that marketing is in their interest, seeks to fulfil their
needs, and changes are invariably presented in a way that are
supposedly beneficial to target audiences. However, there are
various misgivings about Marketing. For example, many organisations
(business or otherwise) do not adopt a customer or consumer
orientation. This is seen in many ways - difficulties in consumers
being able to contact organisations except by labyrinthine methods,
a disinterest and disclination by businesses to treat consumers
with respect, products that do not deliver proclaimed benefits and
perhaps are incapable of so doing, services that do not match
expectations, and products that while they satisfy needs also
damage consumers and the environment.
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