Overview

This books provide good marketing strategies for first year science business administration students to study. I write this book which concerns sample of large companies case studies. I shall apply marketing theoretical bases which are often borrowed from the disciplines of economics and psychology to give opinions to solve these large companies' problems. Practical application of theory is provided through case studies. This book tries not to present prescriptive solutions to marketing problems, but encourages discussion about causes and effects. This book is arranged in four thematic discussion. The first discussion begins by identifying the fundamental building blocks of marketing. The second thematic discussion focuses on consumers, and on understanding the complex factors that lead to buying decisions. The third thematic discussion focuses on how these sample companies use knowledge about consumers and the broader marketing environment to develop a competitive advantage. The final thematic discussion seeks to integrate the previous chapters and provides an overview of the marketing management process in the context of an increasingly globalized marketing environment.

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