Francois Simon Pierre Ngan Tonye Pořadí knih

Exploring the significance of marketing in enhancing business efficiency, this book delves into its evolution as a market-oriented mindset. It emphasizes the socio-ethical marketing concept, which balances achieving business goals with ensuring customer satisfaction and societal well-being. The text highlights the profound impact of marketing practices on individuals, shaping their roles as both consumers and citizens, and addresses the importance of adapting to changing market dynamics for sustainable growth and security.

Focusing on small and medium-sized enterprises (SMEs), this guide highlights the advantages of marketing within this sector, such as minimal bureaucracy and quick adaptability. It emphasizes the importance of tailored marketing solutions and efficient targeting to achieve rapid results. The book outlines various strategies and tools essential for an effective SME marketing approach, encouraging practical application through real-world examples from the teacher. This hands-on course aims to equip readers with the skills to effectively promote their businesses.

The book explores the intersection of political and commercial marketing, emphasizing how political parties often become commodified despite representing real individuals and values. It argues that while marketing techniques can enhance political engagement, blindly applying commercial methods to politics is misguided and harmful. The author critiques the shift from genuine political discourse to propaganda, highlighting the resulting voter apathy and the rise of abstention. Ultimately, it advocates for a strategic approach to politics that prioritizes meaningful engagement and diplomacy over mere marketing tactics.

Human capital is identified as the key driver for sustainable development and economic growth, particularly in Africa. The interplay of five "i" factors—innovation, investment, infrastructure, institutions, and intelligence—and five "e" factors—economy, education, employment, energy, and trade—highlights the necessity of enhancing national human capital. The text emphasizes that without significant improvements in quality and efficiency, economic progress will falter. It advocates for increased investments in human capital, alongside efforts to combat corruption and crime in transitioning economies.

Small and medium-sized enterprises (SMEs) encounter challenges in a competitive market dominated by larger firms, particularly in effectively communicating their product offerings. With limited marketing resources, SMEs must leverage their agility and quick decision-making capabilities to adapt to shifting market conditions. This resilience allows them to respond rapidly to consumer needs, positioning them uniquely despite the tight information landscape they navigate.