Download e-book for iPad: Marketing Essentials by Sally Dibb;Lyndon Simkin

By Sally Dibb;Lyndon Simkin

ISBN-10: 1408073684

ISBN-13: 9781408073681

ISBN-10: 1408098776

ISBN-13: 9781408098776

"Marketing necessities 2e" explains the character of promoting and the significance of realizing the complexities of the industry position in a concise demeanour. This accomplished textual content is straightforward to learn, displays properly the present pondering on this planet of selling and is informative, attention-grabbing and topical. "Marketing necessities" follows a logical constitution permitting scholars to obviously see how potent advertising calls for an research of the industry position, the advice of a business plan and the implementation of the specified procedure. "Marketing necessities" is perfect to be used on introductory advertising and marketing modules at either undergraduate and MBA point. The strategic content material of the textual content makes it compatible to be used on strategic advertising, advertising research and advertising administration classes.

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Example text

Production, finance, accounting, personnel and marketing departments must work together. The marketing concept is not another definition of marketing. It is a way of thinking: a management philosophy guiding an organization’s overall activities. This philosophy affects all the efforts of the organization, not just marketing activities, and is strongly linked to the notion of marketing orientation. However, the marketing concept is by no means a philanthropic philosophy aimed at helping customers at the expense of the organization.

This agenda differs from the common perception of marketing that is widely held by the general public. This implies there is more scope for applying marketing principles than only for the marketing of FMCG supermarket products, financial services, holiday packages or condoms! ISM explains the purpose of social marketing and about its use of commercial marketing ideas: Social marketers are interested in human behaviour. They seek to understand why we live our lives as we do, sometimes healthily as when we eat a good diet or take regular exercise and at other times unhealthily as when we smoke or binge drink.

Even a country benefits from marketing, as described in the Marketing insight box below. Marketing activities are important to organizations and the economy An organization must sell products in order to survive and grow. Directly or indirectly, marketing activities help to sell an organization’s products. By doing so, they generate financial resources that can be used to develop innovative products. New products allow a company to satisfy customers’ changing needs more efficiently, which in turn enables the company to generate more profits.

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Marketing Essentials by Sally Dibb;Lyndon Simkin


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