
Marketing
A Very Short Introduction
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ナレーター:
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Mike Cooper
このコンテンツについて
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こちらもおすすめ
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For many, the terrorist attacks of September 2001 changed the face of the world, pushing terrorism to the top of political agendas, and leading to a series of world events, including the war in Iraq and the invasion of Afghanistan. The recent terror attacks in various European cities have shown that terrorism remains a crucial issue today. Charting a clear path through the efforts to understand and explain modern terrorism, Charles Townshend examines the historical, ideological, and local roots of terrorist violence.
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Intelligence, 2nd Edition
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Relativity
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Cognitive Behavioural Therapy
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The Great Depression and the New Deal
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Introducing Python (2nd Edition)
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Sociology, 2nd Edition
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Postcolonialism, 2nd Edition
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Postcolonialism explores the political, social, and cultural effects of decolonization, continuing the anti-colonial deconstruction of Western dominance. This Very Short Introduction discusses both the history and key debates of postcolonialism, and considers its importance as a means of changing the way we think about the world. Robert J. C. Young examines the key strategies that postcolonial thought has developed to engage with the impact of sometimes centuries of Western political and cultural domination.
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Social and Cultural Anthropology
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"If you want to know what anthropology is, look at what anthropologists do," write the authors of Social and Cultural Anthropology: A Very Short Introduction. This engaging overview of the field combines an accessible account of some of the discipline's guiding principles and methodology with abundant examples and illustrations of anthropologists at work.
著者: Peter Just, 、その他
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Biochemistry
- A Very Short Introduction
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This Very Short Introduction discusses the key concepts of biochemistry, as well as the historical figures in the field and the molecules they studied, before considering the current science and innovations in the field, and the interaction between biochemistry, biotechnology, and synthetic biology.
著者: Mark Lorch