Only to those who like Corporate Social Responsibility (CSR) and understand this topic. Sin industry marketers, do not bother to buy.
Marketing 1.0 is product-centered; marketing 2.0 is customer focused and 3.0 is basicaly CSR
Lower your expectations before reading this book - it is all about Corporate Social Responsibility (CSR) marketing. If CSR resonates well with you, this book is for you.
Peter Drucker defined marketing as "looking at the business through the customers' eyes."
This book is an excellent intro into the field of scientific marketing. Topics covered include: product life-cycle, marketing mix, pricing, market research (min you need to know).
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