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Philip Kotler, an American marketing guru, defines it as "the business function that identifies current unfulfilled needs and wants, defines and measures their magnitude, determines which target markets the organisation can best serve and decides on appropriate products, services, and programmes to serve these markets. Thus marketing serves as the link between a society's needs and its pattern of industrial response".
The late Peter Drucker, a leading management thinker, was content to say simply: "Marketing is looking at the business through the customers' eyes". This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. 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.
Customer ReviewsMost Helpful
By V. Ivashchuk on 12-27-13
Excellent overview on marketing
Any additional comments?
Peter Drucker defined marketing as "looking at the business through the customers' eyes."
This book is an excellent intro into the field of scientific marketing. Topics covered include: product life-cycle, marketing mix, pricing, market research (min you need to know).
2 of 2 people found this review helpful
By Anthony on 02-28-14
Exactly What it Should Be
Would you consider the audio edition of Marketing: A Guide to the Fundamentals to be better than the print version?
I'm not familiar with the print version, but a topic this dry is served best when not actually read.
What was most disappointing about Patrick Forsyth’s story?
Nothing really. It was good overall.
What did you like about the performance? What did you dislike?
As stated earlier, it is a fairly dry topic- His accent and rhythm of speech is a little hypnotic at times and i found myself not listening often. Not to fault the narrator, its just not an exciting topic.
Did you have an extreme reaction to this book? Did it make you laugh or cry?
Any additional comments?
I was about to attempt a "test-out" college course in marketing by passing an exam in lieu of actually taking the class. I had 0 knowledge of marketing prior to the test and was hoping this could save me the time of reading the text book. If you are in a similar instance, the book is worth a listen- however, it is not likely sufficient alone to pass any sort of test. With that being said, it did greatly help my ease in reading the class text and did commit a few useful concepts to memory. I passed the test, but i ended up having to read the book.