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Cover: 9780198827337 | Marketing: A Very Short Introduction | Kenneth Le Meunier-Fitzhugh
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Marketing
A Very Short Introduction
Taschenbuch von Kenneth Le Meunier-Fitzhugh
Sprache: Englisch

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Beschreibung
This book outlines the nature of contemporary marketing, considering how marketers function as an interface between customers and organisations. As globalisation creates increasing challenges to established marketing practices it shows how marketing efforts need to adapt continuously to allow an organisation to reach its intended market.
This book outlines the nature of contemporary marketing, considering how marketers function as an interface between customers and organisations. As globalisation creates increasing challenges to established marketing practices it shows how marketing efforts need to adapt continuously to allow an organisation to reach its intended market.
Über den Autor
Kenneth Le Meunier-FitzHugh holds a PhD from the University of Warwick in Marketing and Strategic Management and is currently an Associate Professor in Marketing at the University of East Anglia. His research focuses on improving the interface between sales and marketing management, for which he has an international reputation. He has a number of publications in key academic journals, including the Journal of Business Research, Journal of Industrial Marketing Management, European Journal of Marketing, and Journal of Personal Selling and Sales Management. His previous works include The Oxford Handbook of Strategic Sales and Sales Management (with David W. Cravens & Nigel F Piercy, OUP, 2011) Creating Effective Sales and Marketing Relationships (with Leslie Caroline Le Meunier-FitzHugh, Business Expert Press, 2015), and Achieving a Strategic Sales Focus: Contemporary Issues and Future Challenges (with Tony Douglas, OUP, 2016).
Inhaltsverzeichnis
  • 1: The nature of marketing

  • 2: Market research

  • 3: Marketing segmentation, targeting and positioning, and the role of branding

  • 4: Customer and buyer behaviour and the value proposition

  • 5: Marketing promotions (communications) and social media

  • 6: Price and managing channels

  • 7: Product, new product development and service marketing

  • 8: The changing nature of marketing

  • Final reading

  • Index

Details
Erscheinungsjahr: 2021
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9780198827337
ISBN-10: 0198827334
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Le Meunier-Fitzhugh, Kenneth
Hersteller: Hurst & Co.
Maße: 172 x 112 x 15 mm
Von/Mit: Kenneth Le Meunier-Fitzhugh
Erscheinungsdatum: 03.05.2021
Gewicht: 0,135 kg
Artikel-ID: 118866802
Über den Autor
Kenneth Le Meunier-FitzHugh holds a PhD from the University of Warwick in Marketing and Strategic Management and is currently an Associate Professor in Marketing at the University of East Anglia. His research focuses on improving the interface between sales and marketing management, for which he has an international reputation. He has a number of publications in key academic journals, including the Journal of Business Research, Journal of Industrial Marketing Management, European Journal of Marketing, and Journal of Personal Selling and Sales Management. His previous works include The Oxford Handbook of Strategic Sales and Sales Management (with David W. Cravens & Nigel F Piercy, OUP, 2011) Creating Effective Sales and Marketing Relationships (with Leslie Caroline Le Meunier-FitzHugh, Business Expert Press, 2015), and Achieving a Strategic Sales Focus: Contemporary Issues and Future Challenges (with Tony Douglas, OUP, 2016).
Inhaltsverzeichnis
  • 1: The nature of marketing

  • 2: Market research

  • 3: Marketing segmentation, targeting and positioning, and the role of branding

  • 4: Customer and buyer behaviour and the value proposition

  • 5: Marketing promotions (communications) and social media

  • 6: Price and managing channels

  • 7: Product, new product development and service marketing

  • 8: The changing nature of marketing

  • Final reading

  • Index

Details
Erscheinungsjahr: 2021
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9780198827337
ISBN-10: 0198827334
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Le Meunier-Fitzhugh, Kenneth
Hersteller: Hurst & Co.
Maße: 172 x 112 x 15 mm
Von/Mit: Kenneth Le Meunier-Fitzhugh
Erscheinungsdatum: 03.05.2021
Gewicht: 0,135 kg
Artikel-ID: 118866802
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