Marketing: A Guide to the Fundamentals (The Economist)
By Patrick Forsyth.
Description
Even though organisations have become increasingly marketing-focussed 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 organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the...
ISBN(s)
1531842089, 9781531842086
