Marketing
A guide to the fundamentals
(Sprache: Englisch)
Explains exactly what marketing is, how it works and the techniques involved.
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Explains exactly what marketing is, how it works and the techniques involved.
Klappentext zu „Marketing “
Even though organisations have become increasingly marketing-focussed in their approach - and it is clear that marketing is more than just the 'marketing department' - marketing is one of the most misunderstood areas of business. Philip Kotler, an American marketing guru, defines it as 'the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society's needs and its pattern of industrial response'. The late Peter Drucker, a leading management thinker, was content to say simply: 'Marketing is looking at the business through the customers' eyes'.This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.
Autoren-Porträt von Patrick Forsyth
PATRICK FORSYTH is a leading authority in the field of strategy and business. He is head of Touchstone Training and Consultancy, an independent firm based in the UK, specializing in marketing consultancy, research and training on marketing issues, sales, communication and management skills. Patrick has established a reputation as a leading thinker and writer, and is the author of more than 20 successful business books.
Bibliographische Angaben
- Autor: Patrick Forsyth
- 2009, 240 Seiten, Maße: 13,4 x 2 cm, Kartoniert (TB), Englisch
- Verlag: Profile Books
- ISBN-10: 1846681936
- ISBN-13: 9781846681936
Sprache:
Englisch
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