The Economist: Marketing: A Guide to the Fundamentals

Forsyth, Patrick

ISBN 10: 1846681936 / ISBN 13: 9781846681936

Editore: Economist Books, 2009

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Most items will be dispatched the same or the next working day. A copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Codice articolo wbs9156531594

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Titolo: The Economist: Marketing: A Guide to the ...

Casa editrice: Economist Books

Data di pubblicazione: 2009

Legatura: Brossura

Condizione: Very Good

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Riassunto:

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.

L'autore:

Patrick Forsyth is a consultant and author specialising in marketing and communications skills. He runs Touchstone Training & Consultancy based in the United Kingdom and has worked in many different industries and parts of the world. He is the author of many successful books and has translations in 24 languages.