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CAIRO BOOKS's Description
This reader-friendly marketing book conveys timely and relevant material in a
dynamic presentation of how marketing concepts are implemented, and what they
mean in the marketplace. It introduces marketing from the perspective of real
people making real marketing decisions at leading companies every day. Learners
will come to understand that marketing is about creating value –for customers,
for companies, and for society as a whole-and they will see how that is
accomplished in the real world. A five-part organization covers making
marketing value decisions , identifying markets and understanding customers'
needs for value, creating the value proposition, communicating the value
proposition, and delivering the value proposition. For individuals interested
in a career in marketing.