Introduction to marketing

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.