6
Marketing
The purpose of business is to create a customer.
Peter Drucker
In a nutshell
Marketing is about value as it is perceived by the customer. Every organisation has a customer because no organisation exists for long without demand for what it does. If demand changes, so must the organisation. In the eyes of your customer ‘value’ is not just about economics or functional needs, it is a connection to psychological desires and emotions, too.
In fact, some would even say that marketing is an all-encompassing philosophy of business. Marketing faculty at business schools tend to agree.
In this chapter you will:
- trace the history and development of marketing
- identify various marketing strategies available to organisations
- define brand ...
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