Segmentation, analysis, communication, and marketing mix are just a few of the principles discussed in this introductory marketing text. The author guides the reader through the entire marketing process, focusing on two main points. Firstly, marketing is largely a circular process that begins and ends with the client. Secondly, marketing is comprised of many stages or steps. However, in order for the marketer to be successful in this process they must be able to recognise this sequential process. This book provides the basic tools and a sound foundation so that the reader is able to implement an effective marketing plan to meet their customers needs and demands.
Ron E McCarville