Introduction to Marketing

What is marketing? What is a marketing forecast? How do I conduct market research? Will the Internet help me to market my product? Introduction to marketing answers these questions plus many more. Written with the South African marketer in mind, and for those studying marketing for the first time, the text begins by explaining the basic principles of marketing. It then expands on the basics to explain why, for instance, the customer is so important in today's market, and why it is necessary to build good relationships; how to plan a marketing strategy; how to decide on a pricing policy; the importance of communication and other essential information.