Books › Marketing management
Marketing management
knowledge and skills
First published 1986 · 944 pages
A pragmatic, structured exploration of how organizations align their goals with the needs of the people they serve.
What it feels like
Reading this book feels like sitting in a focused, well-structured seminar on organizational strategy. The pace is steady and deliberate, guiding the reader through foundational concepts with a clear, objective tone. It strips away jargon to deliver straightforward, definitional prose, emphasizing that successful marketing is ultimately about serving customer needs to achieve institutional goals. The mood is distinctly academic and professional, grounded heavily in practical application through diverse case studies—ranging from traditional corporate environments to the specific management of a Pittsburgh church. It is a deeply pragmatic experience, designed to delight business students and organizational leaders who appreciate a no-nonsense, instructional approach to mastering the mechanics of marketing and management.
- Mood
- academic
- professional
- structured
- Tone
- instructional
- pragmatic
- objective
- straightforward
- Pace
- steady
- Themes
- organizational strategy · customer needs · profit generation · practical application
- The writing
- Clear, direct, and definitional, prioritizing straightforward instruction over stylistic flourish.
- The arc
- The reader moves from a baseline of theoretical curiosity to a grounded understanding of practical organizational strategy.
- Who it's for
- Business students and organizational leaders seeking a foundational, case-driven approach to marketing principles.
About the book
Simply stated, the marketing concept means that an organization should seek to make a profit by serving the needs of customer groups.
Description from Open Library.
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