Introduction to Marketing A Southern African Perspective 1ed
What is marketing? Many people assume marketing is just advertising or selling products and services to people. Marketing is, however, much more complex than this. It involves foreseeing customers’ needs and satisfying those needs better than competitors do. Introduction to marketing covers the core marketing management functions that are vital to the success of any business.
Introduction to marketing addresses concepts such as consumer behaviour, marketing research, segmentation, targeting and positioning. It also focuses on contemporary marketing topics such as marketing metrics, international marketing, business-to-business (B2B) marketing versus business-to-consumer (B2C) marketing, and ethical considerations.