{"product_id":"9783642454431","title":"Quintessence Series: What You Really Need to Know to Manage Your Marketing Activities","description":"\u003ch1\u003eQuintessence Series: What You Really Need to Know to Manage Your Marketing Activities\u003c\/h1\u003e \u003ch2\u003eBickhoff, Nils; Hollensen, Svend; Opresnik, Marc\u003c\/h2\u003e \u003cp\u003e\u003c\/p\u003e\u003cp\u003eWhat actually is marketing? Many people think of marketing as only sales and advertising because every day we are bombarded with TV commercials, flyers, catalogues, sales calls, and commercial e-mail. However, selling and advertising are only one element of marketing. Today, marketing must be understood not in the old sense of making a sale but in a contemporary and holistic sense of satisfying customer needs.\u003c\/p\u003e\u003cp\u003eIn this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process.\u003c\/p\u003e\u003cp\u003eHaving read this book:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eYou will have a basic understanding of marketing and the process of marketing management\u003c\/li\u003e\n\u003cli\u003eYou will know the most important marketing instruments and how they interact\u003c\/li\u003e\n\u003cli\u003eYou can develop your own marketing plan based on the Quintessential Marketing Arena\u003c\/li\u003e\n\u003c\/ul\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Springer\u003c\/p\u003e \u003cp\u003ePublication Date: 2014-07-15\u003c\/p\u003e \u003cp\u003eFormat: Hardcover\u003c\/p\u003e \u003cp\u003eISBN-13: 9783642454431\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-642-45444-8\u003c\/p\u003e \u003cp\u003eDimensions: 235cm x155cm\u003c\/p\u003e \u003cp\u003ePages: 144\u003c\/p\u003e ","brand":"Springer Berlin Heidelberg","offers":[{"title":"Default Title","offer_id":47673322504332,"sku":"9783642454431","price":44.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783642454431.jpg?v=1776527123","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783642454431","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}