{"product_id":"marketing-a-very-short-introduction-9780198827337","title":"Marketing: A Very Short Introduction","description":"\u003cstrong\u003e\u003c\/strong\u003e\u003cstrong\u003e\u003cem\u003eVery Short Introductions\u003c\/em\u003e\u003c\/strong\u003e\u003cstrong\u003e Brilliant, Sharp, Inspiring \u003c\/strong\u003e \u003cp\u003e\u003c\/p\u003eMarketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, 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 organisation's ability to reach potential customers. \u003cp\u003e\u003c\/p\u003eThis \u003cem\u003eVery Short Introduction\u003c\/em\u003e provides a general overview of the function and importance of marketing to modern organisations. 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. \u003cp\u003e\u003c\/p\u003eABOUT THE SERIES: The \u003cem\u003eVery Short Introductions\u003c\/em\u003e series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Oxford University Press, USA\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/03\/2021\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780198827337\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 176","brand":"Kenneth Le Meunier-Fitzhugh","offers":[{"title":"Default Title","offer_id":39579730313397,"sku":"9780198827337","price":11.04,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_b6d8a41a-629d-41a8-bce9-7426bb1f211e.jpg?v=1617082396","url":"https:\/\/pastforward.org\/products\/marketing-a-very-short-introduction-9780198827337","provider":"Past Forward","version":"1.0","type":"link"}