Marketing A Very Short Introduction

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Le Meunier-FitzHugh, Kenneth (2021) Marketing A Very Short Introduction. Oxford University Press, Oxford. ISBN 9780198827337

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Abstract

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.

Item Type: Book
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Marketing
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Depositing User: LivePure Connector
Date Deposited: 17 Mar 2021 00:50
Last Modified: 24 Sep 2024 08:43
URI: https://ueaeprints.uea.ac.uk/id/eprint/79484
DOI:

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