Essentials of marketing for tertiary students

Essentials of Marketing teaches students/readers the experience and process of actually doing marketing¿not just the vocabulary. Since Ghanäs Independence (1957), many organizations have evolved to adopt and implement marketing practices conforming to global standards. Today, many Ghanaian organizations have a presence in most African countries and beyond, competing with the best organizations globally. For Ghanaian companies to sustain their competitive advantage and gain a stronger foothold in the international business environment, it is crucial for students (and future managers) to understand the fundamentals of marketing clearly and guzzle the essence of Ghanaian business practices. They need a textbook that will help them achieve this goal. Essentials of Marketing addresses these needs of students and managers in the marketing profession. It is designed to cater to the needs of marketing students at the tertiary level and managers in the marketing profession.