Marketing
A Very Short Introduction
$21.40
- Paperback
176 pages
- Release Date
10 March 2021
Summary
Marketing 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 …
Book Details
| ISBN-13: | 9780198827337 |
|---|---|
| ISBN-10: | 0198827334 |
| Author: | Kenneth Le Meunier-FitzHugh |
| Publisher: | Oxford University Press |
| Imprint: | Oxford University Press |
| Format: | Paperback |
| Number of Pages: | 176 |
| Release Date: | 10 March 2021 |
| Weight: | 149g |
| Dimensions: | 10mm x 113mm x 174mm |
| Series: | Very Short Introductions |
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Kenneth Le Meunier-FitzHugh
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 IndustrialMarketing 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).
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