Business Collection

Principles of Marketing

This is a general introduction and foundational grounding to Marketing. It is concerned with marketing functions of an organisation and seeks to develop awareness and understanding of marketing as an integrated business activity.

In this collection you will learn the role that marketing plays in business and the impact it has on society from both a business and consumer perspective. It will also provide you with a framework for analysing marketing problems and an appreciation of the analytical tools available in developing strategic marketing responses.