Available under Creative Commons-ShareAlike 4.0 International License.
Editor: Dr John Burnett (Daniels College of Business, University of Denver, USA)
Reviewer: Dr Asit Sarkar (University of Saskatchewan, Canada)
Learning objectives
As you read this chapter, you should develop an understanding of the following key marketing concepts:
- the important role marketing can play in the success of an organization
- the various kinds of marketing
- the strategic workings of marketing components
- understand the various bases for market segmentation
- understand the role of marketing research
- understand the behavior of the individual consumer in the marketplace
- understand the primary tools available to marketers and how they are used
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