Publisher's Synopsis
Marketing is a way of life for every kind of business in the world. Marketing is not only limited to selling goods for earning profit but also to satisfy the needs of the consumers. Modern marketing is the need of the day. It refers to the identification of needs of the consumers and organizing the activities to meet their expectations. Mahatma Gandhi said customer is the important visitor and he is giving the opportunity for the business firms to serve him. The present business has to focus on the concept of "consumer delight" setting back consumer satisfaction. Modern marketing activities involve the need identification of consumer with regard to products and services with obtaining goods from the suppliers through the transfer of ownership. It is the process of discovering what the consumers want, when they want, where they want, at what price they want ultimately aiming at consumer satisfaction. The five major aspects in marketing are production, product, sales, marketing, and societal marketing.
