• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Marketing (Mix)
Marketing (mix)

The Chartered Institute of Marketing (CIM) describes marketing as the management process which identifies, anticipates and supplies customer requirements efficiently and profitably. The American Marketing Association (AMA) describes marketing as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create, exchange and satisfy individual and organisational objectives. Inherent in both descriptions are the facts that marketing is a management process. It is about giving customers what they want and anticipating customer needs both efficiently and profitably.

In the late 19th and early 20th centuries goods were relatively scarce with little competition and products did not need marketing support. Manufacturers of goods could easily sell what was produced. As markets and technology developed, competition became ...

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