What You Need to Know About Marketing

What You Need to Know About Marketing

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Middleton, Simon Capstone Publishing Ltd., 2011 Audio summary available
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IN THIS SUMMARY

Marketing has a somewhat negative reputation in modern society—it is often thought of as an attempt to get people to buy things they neither need nor want. This, however, is based upon a misconception that marketing and sales are synonyms. Not only are the two concepts not the same thing, they are actually in many ways the opposite of one another. As Simon Middleton explains in What You Need to Know About Marketing, sales begins when a company has a product it needs to sell to a customer, while marketing begins when a company attempts to understand what the customer wants or needs to buy. It is a matter of learning what those wants and needs are and how they can best be satisfied. Therefore, the customer’s satisfaction lies at the very heart of marketing.