Principles of marketing

Mrketing reversed prior business logic 50 years ago and said

«the customer is king», and the companies began to recognize

that it was not just the product that was the most important aspect of

their business. Companies recognized that consumers had a myriad

of choices of product offerings and marketing was responsible

to ensure that the companys products had the benefits and

attributes that customers wanted and were willing to pay for. Today,

considering the technology development, which influences every

function of the company, the focus of the successful marketing

oriented companies has changed from «the customer is king» to

«the customer is a dictator!!!».

However, and despite the new trends in marketing, like any social

science, marketing has basic principles, and these principles need to

be considered when making any type of marketing decisions. So, the

major step of a student of marketing, whether it is a young university

student or an experienced business executive, is to understand

the principles of marketing, and reading the present book will be

the first step in accomplishing this task. This book describes these

basic principles of marketing, and while the authors recognize that

each decision may be slightly different from any previous decision,

the rules or principles remain the same. The present book presents

these basic marketing principles and tries to capture the essence

of practical and modern marketing today. Therefore, the purpose

of Principles of Marketing is to introduce readers to the fascinating

world of marketing today, in an easy, enjoyable and practical way,

offering an attractive text from which to learn about and teach

marketing.