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Winning with Marketing
內容大綱
The role of marketing in any organization is to improve performance by establishing and nurturing worthwhile relationships (for companies, “worthwhile” usually means profitable) with customers, clients, sponsors, or other stakeholders. The professional practice of marketing, however, is more complicated than the unfortunate media-created stereotypes of fast-talking salespeople and manipulative advertisers. Indeed, marketers have many ways to win. This note explains the major choices that all marketers face and the ways in which marketing decisions can be made to obtain winning relationships with stakeholders.
學習目標
This note is designed for undergraduate and graduate level participants as well as for executives. The intent is to provide a comprehensive and succinct approach to marketing decision-making in profit and not-for-profit situations. All the major marketing concepts and techniques are described. The particular focus is on “how-to-do-marketing” in ten major steps. This note is a summation of the author’s 50 years of experience.