ESCP Europe

This book explores the role of marketing in the modern enterprise, presenting an up-to-date review of the most important concepts and techniques that managers need in order to analyse today's markets and to capitalise on the opportunities that are continually emerging. According to the author, marketing is the philosophy of management that recognises that the success of the enterprise is only sustainable if it can organise to meet the current and prospective needs of customers more effectively than the competition. Marketing tries to get the enterprise to develop and offer what the customer will find of real value. In this way, marketing seeks to build long-term, mutually beneficial partnerships between the enterprise and its customers.