Marketing: A Guide To The Fundamentals (The Economist) by Patrick Forsyth

The late great Peter Drucker defined marketing as “looking at the business through the customers’ eyes.” Even though organizations are becoming increasingly customer-focused, marketing is still one of the most misunderstood areas of business.

This guide explains what marketing is and the techniques marketers use. Topics covered include:
– The marketing mix
– Pricing policy
– Different methods of market research

This guide to the fundamentals will be invaluable for anyone aiming to excel in a customer-focused organization