الوصف
“Hussein on Marketing” presents a contemporary perspective that combines academic foundations with practical experience. It traces the evolution of marketing from its traditional concepts to modern approaches that place the customer at the heart of every organization.
The book explores marketing as an integrated culture, its position within the organizational structure, the influence of internal and external environments, and the relationship between the marketing mix and other departments. The author argues that merely satisfying customer needs is no longer sufficient in today’s highly competitive markets; companies must exceed customer expectations and build lasting relationships with them.
The book also proposes establishing an independent Customer Management Department responsible for understanding customer behavior, monitoring needs, managing information, and involving customers in product and service development. Supported by real-world examples from leading global companies, it offers valuable insights for marketing students, managers, entrepreneurs, customer-service professionals, and business-development practitioners.
المراجعات
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