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This unit will introduce learners to some current issues within the marketing industry including relationship marketing, customer relationship management, marketing in non-traditional contexts, marketing services and the increasing concern with ethical and social considerations.
The role of marketing as a business function is increasingly viewed as an integral constituent of overall corporate strategy as organisations have become more aware of the need to develop long-term relationships with their customers. The marketing industry has widened its scope to include non-traditional organisations such as those in the public and voluntary sectors. In this unit learners will examine how marketing theory is applied in not-for-profit organisations. Services management, and therefore marketing, has been recognised separately since the 1970s. This unit also looks at the special approaches that service industry businesses need to adopt in a rapidly changing environment. Ethical and social considerations have become increasingly important to all businesses and learners will investigate the impact this is having on marketing.
Principles and Analysis. 3rd Ed. Cengage Learning EMEA.
Dyson J R – Accounting for Non-Accounting Students (Financial Times/Prentice Hall, 2007) ISBN: 9780273709220