|The legendary Peter Drucker defined marketing as looking at the business through the customer''s eyes. Marketing is no longer just the purview of the marketing department. In the competitive world of today, it is important for everyone in a customer-focused organization, regardless of their title. This clear and imminently useful guide outlines what marketing is in practice and the techniques marketing professionals use.|
From the Publisher:
"For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing; this guide to the fundamentals will be invaluable"--Provided by publisher.