Essentials of Marketing

"Essentials of Marketing" presupposes the fundamental objectives of business to be survival, profits and growth. Marketing contributes directly to achieving these goals. The world of marketing is fast-paced and constantly changing, and the success of any business depends on how it adapts its marketing strategy to meet the present and future needs of its markets. Essentials of Marketing introduces the fundamentals of marketing upon which effective marketing strategies are based. This book considers marketing as much a part of any business as the product that is being sold. It is a philosophy, an attitude, a perspective, and a management orientation that stresses customer satisfaction. It is also the range of activities used to implement such a philosophy, and the ultimate communication weapon in the armoury of any business. The book provides an overview of the marketing world, including relationship marketing, marketing activities and the marketing process.
It focusses on the marketing environment relevant to South Africa, deals with the importance of market research as well as the internet, discusses consumer behaviour and market targeting and offers an overview of the marketing instruments. It is based both on scientific research as well as practical experience and uses case studies that pertain to small, medium and large companies.