The marketing function of any business is just as important as the product that is being sold. Marketing is a philosophy, an attitude, a perspective, and a management orientation that stresses customer satisfaction. It is also the range or activities used to implement such a philosophy, and the ultimate communication weapon in the armory of any business. The main objective of any profit-orientated business is the maximization of profits over the long term and marketing plays a major role in the achievement of this objective. It is imperative that businesses meet the needs and wants of their customers if they want to survive in the ever-changing business environment. The customers will determine whether a business will survive in the long term or not. The success of any business therefore depends on how it adapts its marketing strategy to meet the present and future needs of its markets. This book introduces the fundamentals upon which effective marketing strategies are based. This updated third edition includes information and strategies that are crucial in the world of marketing today.
A new chapter on marketing planning, implantation and control adds value to this successful publication. This work is ideal for the marketing practitioner who wants a practical approach to the issues of marketing today.
- ISBN10 0702177695
- ISBN13 9780702177699
- Publish Date 30 June 2009
- Publish Status Active
- Publish Country ZA
- Publisher Juta & Company Ltd
- Imprint Juta Legal and Academic Publishers
- Edition 3rd Revised edition
- Format Paperback
- Pages 198
- Language English