Fundamentals of Marketing

Marketing is a relevant module or discipline that is studied all over the world as it enables students and other readers to be aware of products or services and also provides them with the ability to make informed judgement regarding buying decisions. It, therefore, helps them know the factors they should consider before buying a product or service. It also helps producers understand the factors they should take into account before setting the price of a product or service. Marketing enables producers understand the elements of marketing mix, otherwise called the 7 Ps (product, price, place, promotion, people, processes and physical evidence). The book contains relevant contemporary marketing issues essential to real life situations and discusses the fundamental concepts and theories of marketing.