Marketing: A Very Short Introduction

Abstract Marketing: A Very Short Introduction provides a general overview of the function and importance of marketing to modern organizations. Marketing is pivotal in today’s world as it stands at the interface between customers and businesses, determining and responding to customer needs, while also providing competitor and customer information to an organization. This VSI discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media. It also considers the importance of ethics and responsible marketing in a globalized world.