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Marketing Research And Planning For Your Business: MARKETING: AN INTRODUCTION
A guide introducing you to the basics of marketing and recommending which databases to use for effective research results.
This guide intends to help you with the thinking process of marketing, so that once you have answered all the critical questions related to its components, you will be able to arrive more clearly at an effective marketing plan and strategy.
MARKETING: WHAT IS IT?
THE DEFINITION OF MARKETING
"...In its broadest sense, marketing describes business activities related to buying and selling. In the most limited sense, marketing is a set of specific practices intended to increase the sale of goods or services offered by one or more firms. During the 20th century the definition of marketing shifted from an emphasis on marketing as a mechanism of economic distribution toward a focus on marketing as a set of organizational activities. In the early 21st century a more comprehensive view of marketing took shape, as illustrated in this definition approved by the American Marketing Association in 2013: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
The database also contains a great number of marketing books on a wide range of subtopics. Some are even downloadable!
This database is only accessible at the following NYPL locations: Stephen A. Schwarzman Building; New York Public Library for the Performing Arts, Dorothy and Lewis B. Cullman Center; Schomburg Center for Research in Black Culture; Science, Industry and Business Library (SIBL); All Branch Libraries