Adventures in misplaced marketing / Herbert Jack Rotfeld.

Format:

Book

Author/Creator:

Rotfeld, Herbert Jack, 1950-

Language:

English

Subjects (All):

Consumer behavior.

Marketing.

Physical Description:

1 online resource (248 p.)

Place of Publication:

Westport, Conn. : Quorum Books, c2001.

Language Note:

English

Summary:

The modern marketing concept, with its focus on creating consumer satisfaction, makes marketing seem beyond reproach. Instead of its successes and failures, Rotfeld focuses on the uses, and frequent abuses, of marketing analysis. His book--a collection of clearly observed and forceful case studies drawn from his personal research and study--deals with the pragmatic realities of marketing and its limitations. He argues that marketing can only serve consumer predispositions. It cannot guarantee satisfaction. When marketers lose sight of this, they actually ignore their market. Rotfeld takes the

Contents:

Contents; Preface; Acknowledgments; 1 Myths and Legends of the Modern Marketing Concept; PART I: Sell, Sell, Sell: The Modern Production Orientation of Marketing Companies; PART II: Opportunities Lost: Pitfalls of Arrogant Ignorance; PART III: Problems of Just Satisfying Consumer Needs; PART IV: Explanations and Criticisms by Misplaced Marketing; PART V: Concluding Notes; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9786612416361

9781282416369

1282416367

9780313004568

0313004560

OCLC:

609857951