Marketing Concept

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ketiCore Concepts of Marketing

This book is licensed under a Creative Commons Attribution 3.0 License

Core Concepts of Marketing

John Burnett

Copyright © 2008 by John Burnett

For any questions about this text, please email:

The Global Text Project is funded by the Jacobs Foundation, Zurich, Switzerland.

This book is licensed under a Creative Commons Attribution 3.0 License

This edition was scanned and converted to text using Optical Character Recognition. We are in the process of converting this edition into the Global Text Project standard format. When this is complete, a new edition will be posted on the Global Text Project website and will be available in a variety of formats upon request.

Core concepts of marketing


A Global Text


Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.


To emphasize how various marketii1g areas work together to create a cohesive strategy, I define and explain the various marketing areas and their comparative strengths and weaknesses, as well as stress how to best "mix" marketing tools in a strategic, integrated plan. The book begins with a discussion of the marketing planning process, continues with a discussion of the preliminary tasks of developing the plan, and concludes witb the tactics available to the marketing planner. This complete coverage ensures that students will learn how to plan, execute, and evaluate a marketing program that is effective and efficient from start to finish .


Introducing Marketing recognizes the...