What actually is marketing? Many people think of marketing as only
sales and advertising because every day we are bombarded with TV
commercials, flyers, catalogues, sales calls, and commercial
e-mail. However, selling and advertising are only one element of
marketing. Today, marketing must be understood not in the old sense
of making a sale but in a contemporary and holistic sense of
satisfying customer needs. In this book the authors develop the
Quintessential Marketing Arena by following the logic of the three
major steps of the marketing process. Along this process they
present the fourteen most important marketing instruments that
occur during this process. Having read this book: You will have a
basic understanding of marketing and the process of marketing
management You will know the most important marketing instruments
and how they interact You can develop your own marketing plan based
on the Quintessential Marketing Arena
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