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