Principles of Marketing

Marketing is very important as it enables consumers to be aware of products or services and also helps them make proper buying decisions. Marketing creates effective consumer engagement, builds consumer-business relationship, builds and maintains business reputations, boosts sales, keeps businesses in operation, creates a link between businesses and society and above all, renders businesses relevant in society.The book discusses the fundamental concepts and theories of marketing. The application of these concepts and theories is significantly enhanced by series of examples. The book contains key contemporary marketing issues relevant to real life situations.The purpose of this book is to provide students with adequate information regarding the conduct of marketing issues and help organisations identify the needs and wants of customers and provide those needs and wants profitably.This book contains ten chapters and each chapter gives the definition and meaning of the topic treated and concludes by providing chapter summary and questions.