At its most fundamental level, marketing is about influencing the
decision making and behavior of customers. Profitable businesses are
built on an understanding of their customers and the creation and
delivery of products and services that meet the needs of these
customers. This book is intended to provide a quick, highly accessible
introduction to key issues and concepts necessary for understanding
market demand, designing successful products and services, and for
creating effective marketing programs. The focus of the book is on
information likely to be most useful to a practicing manager rather
than the student or scholar who is seeking a deep understanding of
consumer behavior. For this reason, the book includes “points to
ponder” that link basic concepts to marketing practice. The final
chapters of the book also point the reader to a variety of additional
resources for learning more about consumer behavior in general and
consumers in specific markets.
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Produktdetaljer
ISBN
9781947441217
Publisert
2018
Utgiver
Vendor
Business Expert Press
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter