The Quintessence of Marketing: What You Really Need to Know to

Nils Bickhoff, Svend Hollensen, Marc Oliver Opresnik

    Publikation: Bog/rapportMonografiFormidling

    Abstrakt

    What actually is marketing? Many people think of marketing as only sales and advertising because every day we are bombarded with TV commercials, flyers, catalogues, sales calls, and commercial e-mail. However, selling and advertising are only one element of marketing. Today, marketing must be understood not in the old sense of making a sale but in a contemporary and holistic sense of satisfying customer needs.

    In this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process.
    Having read this book:
    - You will have a basic understanding of marketing and the process of marketing management
    - You will know the most important marketing instruments and how they interact
    - You can develop your own marketing plan based on the Quintessential Marketing Arena
    OriginalsprogEngelsk
    UdgivelsesstedBerlin, Germany
    ForlagSpringer
    Antal sider144
    ISBN (Trykt)978-3-642-45443-1
    ISBN (Elektronisk)978-3-642-45444-8
    DOI
    StatusUdgivet - 1. aug. 2014
    NavnQuintessence Series
    ISSN2195-4941

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