| The definition of the word “marketing” can be found in its etymology. Marketing means “putting on the market.” Therefore, the purpose of marketing is to act in such a way that a company places on the market products that correspond to demand and satisfy the needs and wants of customers at an acceptable return.
Marketing’s philosophy reverses the traditional perspective toward the company, its needs, and its production capacity. Marketing considers its main task to be “determining the needs and wants of the appropriate markets and to profitably produce the desired product or services by being more efficient than the competition” [3]. The following, more detailed definition has been developed by the American Marketing Organization (AMA): “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals” [4]. Marketing focuses on making the product available at the right place, at the right time, and at a price that is acceptable to customers.
Features detailed case studies illustrating the realities of the new high-tech market place and how effective marketing strategy can work. Discusses such strategies used by Yahoo, IBM, Cisco, Nokia, and other competitive companies. Shows how to develop innovative product offers that connect to customer needs. Previous edition: c1998.
About the Author Eric Viardot is a professor at Ceram, a European school of management located in southern France. A graduate of the HEC Business School and the Institute of Political Sciences, Dr.Viardot holds a Ph.D. in management. He is also the author of Introduction to Information-Based High-Tech Services (Artech House, 1999). |