Marketing
(eAudiobook)
Contributors
Cooper, Mike, narrator.
Published
Tantor Media, Inc., 2021.
Edition
1st edition.
ISBN
9781705281673, 1705281672
Physical Desc
1 online resource (1 sound file)
Status
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Format
eAudiobook
Language
English
UPC
9781705281673
Notes
Description
Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organization and its environment. Marketing provides customer and competitor information to the organization, 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 organization's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organizations. 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.
Issuing Body
Made available through: Safari, an O'Reilly Media Company.
Local note
O'Reilly,O'Reilly Online Learning Platform: Academic Edition (EZproxy Access)
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Citations
APA Citation, 7th Edition (style guide)
Le Meunier-FitzHugh, K., & Cooper, M. (2021). Marketing (1st edition.). Tantor Media, Inc..
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)Le Meunier-FitzHugh, Kenneth and Mike, Cooper. 2021. Marketing. Tantor Media, Inc.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)Le Meunier-FitzHugh, Kenneth and Mike, Cooper. Marketing Tantor Media, Inc, 2021.
MLA Citation, 9th Edition (style guide)Le Meunier-FitzHugh, Kenneth,, and Mike Cooper. Marketing 1st edition., Tantor Media, Inc., 2021.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.