Marketing : a very short introduction
(Book)

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Published
Oxford : Oxford University Press, 2021.
Status
Central - Adult Nonfiction
381 LEMEU
1 available

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Central - Adult Nonfiction381 LEMEUAvailable

Description

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Published
Oxford : Oxford University Press, 2021.
Format
Book
Physical Desc
xx, 151 pages : illustrations ; 18 cm.
Language
English

Notes

Bibliography
Includes bibliographical references (pages 131-144) and index.
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 organisation and its environment. Marketing provides customer and competitor information to the organisation, 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 organisation's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. 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." -- From publisher's website description.

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Citations

APA Citation, 7th Edition (style guide)

Le Meunier-FitzHugh, K. (2021). Marketing: a very short introduction (First edition.). Oxford University Press.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Le Meunier-FitzHugh, Kenneth. 2021. Marketing: A Very Short Introduction. Oxford University Press.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Le Meunier-FitzHugh, Kenneth. Marketing: A Very Short Introduction Oxford University Press, 2021.

MLA Citation, 9th Edition (style guide)

Le Meunier-FitzHugh, Kenneth. Marketing: A Very Short Introduction First edition., Oxford University Press, 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.

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