APPLIED PRINCIPLES OF MARKETING AND MARKETING MANAGEMENT

THIS TITLE AIMS TO PROVIDE JUNIOR MARKETING PERSONNEL AND JUNIOR MARKETING MANAGERS WITH AN INTRODUCTORY UNDERSTANDING OF THE PRINCIPLES OF MARKETING AND MARKETING MANAGEMENT. THE TITLE STARTS WITH AN INTRODUCTION TO THE WORLD OF MARKETING BY STUDYING ITS VARIOUS ASPECTS, INCLUDING A DEFINITION OF MARKETING, THE EXCHANGE PROCESS, THE VALUE ADDING FUNCTIONS OF MARKETING, THE ROLE OF MARKETING IN ECONOMIC DEVELOPMENT, THE MARKETING PROCESS, MARKETING MANAGEMENT TASKS AND, FINALLY, THE MARKETING CONCEPT.