A Reference Guide to Marketing: Evolution, Early and Contemporary Approaches, Marketing Research, Planning, Fundamentals, and Branches

By: Dantz, Gabrielle

Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online.

This book is an overview of marketing. It discusses its history and earlier approaches such as manufacturing, selling, and business products. It also tackles contemporary approaches including relationship marketing, customer relationship management, social marketing, and many others. Readers will also learn about marketing research and planning. This book also provides a survey of fundamentals such as business model, consumer, core competency, market share, sales, value chain, value migration, and many others. Finally, branches of marketing are also discussed.

Project Webster represents a new publishing paradigm, allowing disparate content sources to be curated into cohesive, relevant, and informative books. To date, this content has been curated from Wikipedia articles and images under Creative Commons licensing, although as Project Webster continues to increase in scope and dimension, more licensed and public domain content is being added. We believe books such as this represent a new and exciting lexicon in the sharing of human knowledge.

• Format: Paperback
• Language: English
• ISBN: 1276223048
• ISBN13: 9781276223041
• Release Date: January 1
• Publisher: Webster's Digital Services
• Length: 166 Pages
• Weight: 0.68 lbs.
• Dimensions: 0.3" x 7.4" x 9.7"