Essentials Of Marketing (Paperback, 4th Edition)

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Businesses are increasingly recognising the important function of marketing. Traditionally the finance function was regarded as being the most important but organisations are increasingly realising the value of marketing as the only income generation function. The worldwide economic recession and the resulting hardships have forced many organisations to reassess their customer, as well as their product, its price and the business' location based on the needs of the market. Understanding the customer, identifying opportunities and threats in the market and the integration of the marketing elements in a suitable and winning combination has become paramount to the survival of businesses and requires extensive research. The organisation must adapt to the changes in the marketing environment to ensure longevity. Essentials of marketing, in its fourth edition, focuses on the issues students and practitioners alike must be aware of and implement in order to ensure this.