QUICK DELIVERY
Swift dispatch
ONLINE PAYMENT
Multiple options
EXPERT SUPPORT
Help when you need it
WIDE VARIETY
Thousands of books
GLOBAL SHIPPING
Worldwide delivery
0794 233 261
KShs2,199.00 KShs2,090.00
In stock
Brief Summary
Even though organizations have become increasingly marketing-focused 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 organization 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.
ISBN:9781846681936
Author:Patrick Forsyth
Swift dispatch
Multiple options
Help when you need it
Thousands of books
Worldwide delivery
No account yet?
Create an Account
Reviews
Clear filtersThere are no reviews yet.