Basic Marketing: A Managerial Approach [antikvár]

Preface T his text is designed for use in an introductory course in marketing, either in schools with one or two marketing courses or in the larger business schools with a full complement of marketing courses. All business students should be introduced to the basic problems and practices in marketing management. At the same time, it is clearly wishful thinking to assume that a student can be taught all there is to know about marketing in one or two courses. And it is just as clear that, even in larger schools with a range of marketing courses, less than one third of all business students become marketing majors. This text, then, is an attempt to meet the needs of the majority of beginning marketing students who are taking their first and perhaps only course in marketing. It tries to give the student an understanding and a feel for the marketing manager's job, and the world in which he operates. Admittedly, this text does not offer a complete and detailed description of all possible problems or solutions in the marketing area. But it does offer a broad and necessary understanding of marketing problems, giving the student a foundation for investigating more comprehensive references. A student must see the whole picture before he can appreciate the details. As a basic introductory text, Basic Marketing: A Managerial Approach differs considerably from similar works. It takes a managerial approach to marketing problems. While the text material, of course, is similar to that found in the traditional texts, the approach definitely is v