Introduction to Marketing (Paperback, 2nd Edition)

There are a number of misconceptions about marketing. Many assume that it focuses on simply communicating the product or service the organisation offers through activities like advertising. Marketing is far more complex than this. It is a vital activity for the success of any organisation. How do consumers become aware of products and services? How do they know which product or service is right for them? How do organisations know which products and services their consumers would like to buy? The answer is through the organisation's marketing efforts. This means that if the marketing activity is not included at the beginning of the process, the organisation may end up developing a product or service and communicating about it in a way that does not resonate with its target audience. This will have a serious impact on the organisation's success. The marketing world is continuously changing and Introduction to marketing addresses these changes by discussing core concepts like understanding the environment that the organisation operates in, analysing their competition, understanding how consumers make decisions, conducting marketing research, applying segmentation, targeting and positioning, the process of developing and making decisions around products, managing services, marketing channels, retailing, pricing, promotions, branding, integrating communication efforts, business-to-business marketing, marketing metrics, international marketing and ethical considerations. These topics are fundamental to any marketing professional or academic. The second edition of this textbook provides updated discussions, examples and scenarios that marketers are currently facing.