Marketing

McMurtry, Jeanette Maw2023

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Summary

In a post-pandemic, up or down economy, it's harder than ever to meet highly complex and ever-changing customer expectations. 'Marketing' covers basics like sales strategy, channel selection and development, pricing, and advertising. We also teach you complex elements like personalisation, customer behaviour, purchasing trends, ESG ratings, and market influences. With this complete guide, you can build a business that not only competes in a challenging market, but wins. This updated edition will walk you through the latest marketing technologies and methods, including customer experience, retargeting, digital engagement across all channels and devices, organic and paid SEO, Google ads, social media campaigns and posts, influencer and content marketing, and so much more.