Businesses are increasingly recognising the important function of
marketing. Traditionally the finance function was regarded as being
the most important but organisations are increasingly realising the
value of marketing as the only income generation function. The
worldwide economic recession and the resulting hardships have
forced many organisations to reassess their customer, as well as
their product, its price and the business' location based on the
needs of the market. Understanding the customer, identifying
opportunities and threats in the market and the integration of the
marketing elements in a suitable and winning combination has become
paramount to the survival of businesses and requires extensive
research. The organisation must adapt to the changes in the
marketing environment to ensure longevity. Essentials of marketing,
in its fourth edition, focuses on the issues students and
practitioners alike must be aware of and implement in order to
ensure this.
General
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