About...
The final decades of this
century have witnessed a shifting in the economy,
away from its focus on production and towards one
which is more consumer-oriented. To produce adequately
has ceased to be a problem; the challenge now is
to sell. This has necessarily placed the centre
of attention in the "market", the place
where all the activities of a company take place.
To develop the right product, for the right consumers,
at the right price; to utilise the most effective
channels of distribution, with the ideal presentation
and promotion, is the great role of marketing in
today’s business world.
Modern-day businesses
require professionals who possess a creative imagination,
and who exemplify positive thinking and action.
They must know the movement and necessities of the
market and be capable of directing and mapping the
company’s commercial strategies. They must be able
to predict market trends and carry out effective
marketing research. They must define the company’s
policies as to markets, products, distribution,
promotion, and sales. They must be able to program
all of the company’s commercial activities and take
the responsibility for their implementation and
execution.
This is the ambitious
and exciting task which faces the specialist in
marketing. |
