Marketing: a very short introduction (Record no. 54912)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02069 a2200241 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 220812b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780198827337 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 381 |
| Item number | MEU |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Meunier-FitzHugh, Kenneth Le |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing: a very short introduction |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc | Oxford University Press, |
| Date of publication, distribution, etc | 2021. |
| Place of publication, distribution, etc | Oxford: |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xx, 151p.; |
| Other physical details | pbk; |
| Dimensions | 18cm. |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE | |
| Title | Very short introduction |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes index and references |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, 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 organisation's ability to reach potential customers.<br/><br/>This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. 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.<br/><br/>https://global.oup.com/academic/product/marketing-a-very-short-introduction-9780198827337?cc=in&lang=en&# |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Market research |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing segmentation |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Customer behavior |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing promotions |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing--Trends |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Date last borrowed | Copy number | Cost, replacement price | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | General | IIT Gandhinagar | IIT Gandhinagar | 12/08/2022 | Himanshu Book | 0.00 | 5 | 381 MEU | 031739 | 04/12/2023 | 21/11/2023 | 1 | 926.06 | Books |
