By E. Jerome McCarthy, William D. Perreault Jr.
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Additional resources for Basic Marketing: A Global-managerial Approach
It’s difﬁcult to get productivity gains in labor-intensive medical services—like brain surgery. Nevertheless, from a macro-marketing perspective, it is clear that we are able to devote resources to meeting these “quality-of-life” needs because we are achieving efﬁciency in other areas. Thus, modern production skills can help provide great quantities of goods and services to satisfy large numbers of consumers. But mass production alone does not solve the problem of satisfying consumers’ needs. We also need effective marketing.
In fact, even in the United States, the United Kingdom, and other more advanced economies, marketing didn’t change much until the Industrial Revolution brought larger factories a little over a hundred years ago. Perreault−McCarthy: Basic Marketing: A Global−Managerial Approach, 14/e 34 2. Marketing’s Role within the Firm or Nonprofit Organization © The McGraw−Hill Companies, 2002 Text Chapter 2 From the production to the sales era From the Industrial Revolution until the 1920s, most companies were in the production era.
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