Marketing cover art

Marketing

A Very Short Introduction

Preview
Free with 30-day trial
Prime logo New to Audible Prime Member exclusive:
2 credits with free trial
1 credit a month to use on any title to download and keep
Listen to anything from the Plus Catalogue—thousands of Audible Originals, podcasts and audiobooks
Download titles to your library and listen offline
₹199 per month after 30-day trial. Cancel anytime.

Marketing

Written by: Kenneth Le Meunier-FitzHugh
Narrated by: Mike Cooper
Free with 30-day trial

₹199 per month after trial ends. Cancel anytime.

Buy Now for ₹586.00

Buy Now for ₹586.00

Confirm Purchase
Pay using card ending in
By confirming your purchase, you agree to Audible's Conditions of Use and Amazon's Privacy Notice.
Cancel

About this listen

Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organization and its environment. Marketing provides customer and competitor information to the organization, 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 organization's ability to reach potential customers.

This Very Short Introduction provides a general overview of the function and importance of marketing to modern organizations. 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.

©2021 Kenneth Le Meunier-FitzHugh (P)2021 Tantor
Marketing Marketing & Sales Sales

What listeners say about Marketing

Average Customer Ratings

Reviews - Please select the tabs below to change the source of reviews.