Abstract
Good marketing has long been recognised as an important contributor to the long-term survival and success of organisations, be they commercial or non-profit-making. Indeed, any analysis of the more successful companies in the world usually confirms their continued use of sound marketing principles. In other organisations, it is also accepted that marketing is something that is often not done particularly well.
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© 1995 Mike Meldrum and Malcolm McDonald
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Meldrum, M., McDonald, M. (1995). Understanding Marketing. In: Key Marketing Concepts. Palgrave, London. https://doi.org/10.1007/978-1-349-13877-7_1
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DOI: https://doi.org/10.1007/978-1-349-13877-7_1
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-64563-5
Online ISBN: 978-1-349-13877-7
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