Marketing: A Very Short Introduction

Marketing: A Very Short Introduction by Kenneth Le Meunier-FitzHugh


Authors
Kenneth Le Meunier-FitzHugh
ISBN
9780198827337
Published
Binding
Paperback
Pages
176
Dimensions
113 x 174 x 10mm

Very Short Introductions: Brilliant, Sharp, Inspiring 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. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
EOFY 2025 Book Frenzy
28.04
RRP: $32.99
15% off RRP


This product is unable to be ordered online. Please check in-store availability.
Instore Price: $32.99
Enter your Postcode or Suburb to view availability and delivery times.

You might also like

Ogilvy On Advertising
32.99
28.04
15% Off
Way of the Wolf
32.99
28.04
15% Off
Marketing with Social Media
27.95
23.76
15% Off
Fanatical Prospecting
47.95
40.76
15% Off

RRP refers to the Recommended Retail Price as set out by the original publisher at time of release.
The RRP set by overseas publishers may vary to those set by local publishers due to exchange rates and shipping costs.
Due to our competitive pricing, we may have not sold all products at their original RRP.