Marketing: A Very Short Introduction

ISBN-13: 9780198827337 / Angielski / Miękka / 2021 / 160 str.

Kenneth Le Meunier-Fitzhugh

Opis

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.

O autorze

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).