The Quintessence of Marketing

What You Really Need to Know to Manage Your Marketing Activities

Business & Finance, Management & Leadership, Management, Marketing & Sales
Cover of the book The Quintessence of Marketing by Nils Bickhoff, Svend Hollensen, Marc Opresnik, Springer Berlin Heidelberg
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Author: Nils Bickhoff, Svend Hollensen, Marc Opresnik ISBN: 9783642454448
Publisher: Springer Berlin Heidelberg Publication: July 2, 2014
Imprint: Springer Language: English
Author: Nils Bickhoff, Svend Hollensen, Marc Opresnik
ISBN: 9783642454448
Publisher: Springer Berlin Heidelberg
Publication: July 2, 2014
Imprint: Springer
Language: English

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
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

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