营销角色.pdfVIP

The rale of in management Marvin Bower and Robert A. Garda Marketing is no longer, if it ever was, a mere adjunct to selling. To the authors, it is or ought to be a fundamental framework for management decision making and a state of mind that should permeate the entire organization. They outline the developments that have brought marketing to preeminence, examine its key dimensions, its evolution and its impact on other areas of the business, and describe the characteristics of the modern market-driven company, in which marketing becomes a window on the world for those responsibl