Sinossi
With refreshing style, this book introduces readers to the issues underlying marketing concepts and strategies. The second edition provides new material on competitive advantage, competitive strategies, customer service, product management, relationship management and new media. This incisive, up-dated, accessible text: debunks the notion that marketing is an overly complicated discipline with many mystiques; offers readers strategic insights into marketing; encourages readers to question conventional wisdom; explores fresh, innovative alternatives born of a 'how to do it' approach; integrates the best of marketing theory with cutting-edge practicality; covers the uses of new media including the Internet and the World Wide Web; focuses on the challenges of writing viable, well-considered marketing plans; is conversational and non-technical; and, examines the marketing departments of future organisations. The book is a must for undergraduate and postgraduate marketing and management students at all higher education institutions; marketing and advertising practitioners; management and marketing personnel; entrepreneurs and small-business owners; and, public relations practitioners and marketing analysts and consultants.
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