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Marketing Management

By Aboki Associates

Summary

The Marketing world is changing rapidly. Global economic
conditions, political situations, demographic variables and
competitive landscapes are in a constant state of change.
Marketing strategies/approaches that yield positive results
yesterday may not work tomorrow. This has actually created
a wide dislocation in information, strategies and skills
needed in meeting up with emerging challenges. The only
way to bridge this gap is by doing things differently at
different times in tune with the peculiarities of the operating
environment. This book, therefore, tends to bring home the
basic rudiments of Marketing Management and presents its
fundamentals in a comprehensive manner while at the same
time relating its concepts and techniques to the peculiarities
of a developing society like ours. Although there are a lot
of excellent textbooks in Marketing Management, most of
them have been written in a different form/style - most of
them are inclined to the West.
Marketing Management
 
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Abstract

The Marketing world is changing rapidly. Global economic
conditions, political situations, demographic variables and
competitive landscapes are in a constant state of change.
Marketing strategies/approaches that yield positive results
yesterday may not work tomorrow. This has actually created
a wide dislocation in information, strategies and skills
needed in meeting up with emerging challenges. The only
way to bridge this gap is by doing things differently at
different times in tune with the peculiarities of the operating
environment. This book, therefore, tends to bring home the
basic rudiments of Marketing Management and presents its
fundamentals in a comprehensive manner while at the same
time relating its concepts and techniques to the peculiarities
of a developing society like ours. Although there are a lot
of excellent textbooks in Marketing Management, most of
them have been written in a different form/style - most of
them are inclined to the West. As a teacher and learner of
marketing in a developing society, I felt that the lack of
serious attempts to bring home the basic concepts of
Marketing Management presents the need for a book that
could situate the fundamentals of Marketing Management
in an apparent manner, putting the Nigerian context in
focus. Hence Nigerian students and practitioners need to
be prepared to operate in a complex and dynamic marketing
world of today and the future, they also need to develop
the capacity and knowledge to think and assess complex
and changing situations. The concern of this book is with
these marketing policies and strategies, and how students
and practitioners could come about them. Better still, the
ability to rise to the challenge of successfully managing a
modern organisation in today’s dynamic business
xviii
environment is the mission the text intends to achieve for
prospective readers.
The book is divided into sixteen chapters covering the
wide scope of Marketing and Marketing Management. Each
of the chapters is presented in a style that allows for a
theoretical study of the principles underlying the concept
of Marketing Management. Also, the presentations of these
theoretical principles are captured in a unique manner so
as to give a real touch to the practicalities of marketing
activities happening around us. In addition, each chapter
has some questions for thought and discussion to help
readers test their understanding of the presentation.
I hope that what you learn from the various topics
presented in this book will provide a strong and formidable
basis in your career as a Marketer.
Finally, a note of caution: Marketing is a dynamic field
and most of the examples used in this book may contain
matters that may be outdated as there is a gap between the
time the book was written and the time the readers get to
read it.

About the Author

Aboki Associates

Aboki Associates

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