What is marketing? Many people assume marketing is just advertising
or selling products and services to people. Marketing is much more
complex than this. It is a vital activity for the success of any
company or organisation. Think about it this way: How do consumers
become aware of products and services? How do they know which
product or service is right for them? The answer is that it is
through the company's marketing efforts. So if the company does not
market its products or services successfully, its bottom line will
be negatively affected. The marketing world is continuously
changing and this Introduction to Marketing Management textbook
addresses these changes by discussing core concepts such as
consumer behaviour, marketing research, segmentation, targeting and
positioning, and many more. In addition, the book focuses on some
contemporary marketing topics such as marketing metrics,
international marketing, business to business (B2B) marketing vs.
business to consumer (B2C) marketing and ethical considerations.
These topics are fundamental to any marketing professional or
academic.
General
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