What Is Marketing?

  • Tim Hannagan
Part of the Macmillan Professional Masters book series (PRMA)


In the private, profit-making sector, marketing arises because of the mismatch that develops between production and sales. Initial sales to an organisation’s primary customers may be fairly easy to achieve, but expanding sales to less responsive customers in an increasingly competitive environment can be more difficult. This is where marketing can help, by concentrating efforts on the major customers and finding cost-effective ways of reaching the less responsive ones.


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Copyright information

© Tim Hannagan 1992

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  • Tim Hannagan

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