Overview

Marketing is the study and management of exchange relationships, focusing on creating and maintaining customer relationships that satisfy their needs and expectations. As a key driver of business growth and value creation, marketing is a critical component of business management. It involves communication, delivery, and exchange of offerings that provide value to customers, clients, partners, and society at large. The concept of marketing orientation is guided by three core principles: consumer orientation, organizational orientation, and mutually beneficial exchange. The marketing mix, consisting of product, place, price, and promotion, serves as the foundation for marketing strategies. The topics covered in this extensive book deal with the core subjects of marketing. It is compiled in such a manner that it will provide in-depth knowledge about the theory and practice of the field. Those in search of information to further their knowledge will be greatly assisted by this book.

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9781647289072

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