Core concepts of marketing
Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.
ABOUT THE AUTHOR
PREFACE
Chapter 1 INTRODUCING MARKETING
Chapter 2 UNDERSTANDING AND APPROACHING THE MARKET
Chapter 3 MARKETING RESEARCH: AN AID TO DECISION MAKING
Chapter 4 UNDERSTANDING BUYER BEHAVIOR
Chapter 5 EXTERNAL CONSIDERATIONS IN MARKETING
Chapter 6 MARKETING IN GLOBAL MARKETS
Chapter 7 INTRODUCING AND MANAGING THE PRODUCT
Chapter 8 COMMUNICATING TO MASS MARKETS
Chapter 9 PRICING THE PRODUCT
Chapter 10 CHANNEL CONCEPTS: DISTRIBUTING THE PRODUCT
