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16.1: Introducing Marketing

Last updated

Oct 8, 2020
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- Table of Contents
- 16.1.1: Elvis—alive and well

John Burnett
Global Text Project

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16.1.1: Elvis—alive and well
16.1.2: Introduction
16.1.3: Justification for Study
16.1.4: Defining Marketing
The specific role of marketing is to provide assistance in identifying, satisfying, and retaining customers.
16.1.5: Characteristics of a marketing organization
16.1.6: The role of marketing in the firm - a basis for classification
Marketing is an individualized and highly creative process. Despite the availability of high-powered computers and sophisticated software capable of analyzing massive amounts of data, marketing is still more of an art rather than a science. Each business must customize its marketing efforts in response to its environment and the exchange process. Consequently, no two marketing strategies are exactly the same.
16.1.7: Keys to Marketing Success
16.1.8: Summary and Review Questions

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