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Marketing: A Very Short Introduction

Kenneth Le Meunier-FitzHugh

February 2021

ISBN: 9780198827337

176 pages
Paperback
174x111mm

In Stock

Very Short Introductions

Price: £8.99

This book outlines the nature of contemporary marketing, considering how marketers function as an interface between customers and organisations. As globalisation creates increasing challenges to established marketing practices it shows how marketing efforts need to adapt continuously to allow an organisation to reach its intended market.

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Description

This book outlines the nature of contemporary marketing, considering how marketers function as an interface between customers and organisations. As globalisation creates increasing challenges to established marketing practices it shows how marketing efforts need to adapt continuously to allow an organisation to reach its intended market.

  • Provides a general overview of the function and importance of marketing to modern organisations
  • Considers the challenges facing marketing efforts in increasingly global markets
  • Looks forward to the future of marketing practices, including the impact of AI on marketing pratice
  • Part of the Very Short Introductions series - over ten million copies sold worldwide

About the Author(s)

Kenneth Le Meunier-FitzHugh, University of East Anglia

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 Industrial Marketing 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).

Table of Contents

    1:The nature of marketing
    2:Market research
    3:Marketing segmentation, targeting and positioning, and the role of branding
    4:Customer and buyer behaviour and the value proposition
    5:Marketing promotions (communications) and social media
    6:Price and managing channels
    7:Product, new product development and service marketing
    8:The changing nature of marketing
    Final reading
    Index

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