Publisher's Synopsis
What is marketing?. This is a question asked not only by students and those who have newly entered the business world. All too frequently it is asked by many who have spent years engaged in commercial and industrial activity.;This book seeks to explain in straightforward terms what is meant by the marketing concept, Marketing is essentially an attitude of mind. Its principles apply to all forms of commercial enterprise. Although selling plays an essential part the total marketing function is concerned with a much wider spectrum embracing market research and analysis, product planning, co-ordination and pricing, advertising and promotion as well as the study of distribution policies and methods.
