Part Introduction

PART ONE OF PRINCIPLES OF MARKETING examines marketing's role in society and the organizations that use it.

Chapter 1 shows how marketing is everywhere. It also tells how marketing has grown as the belief that organizations do best by caring for their customers. This understanding is expanded in Chapter 2, which looks beyond buying and selling to examine marketing's role and responsibilities in society. Together these chapters examine marketing as 'the place where the selfish interests of the manufacturer coincide with the interest of society', as the advertising guru David Ogilvy put it.

Chapter 3 takes the discussion from what marketing does to how marketing is done. In developing the strategic marketing planning process, it looks at how marketing fits with other business activities and how it is organized. Most importantly, it introduces the marketing activities appearing elsewhere in Principles of Marketing and shows how they combine to make modern marketing.

CHAPTER 1 Marketing in a Changing World: Satisfying Human Needs


Marketing and Society: Social Responsibility and Marketing fit/lies


Strategic Marketing Planning

OVERVIEW CASE 1 KitKat: Have a Break..

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