Marketing Concept Reference Books. The marketing concept involves identifying consumer needs and wants and then producing products which can be goods services or ideas that will satisfy them while making a profit. Professor Kotlers book Marketing Management is the worlds most widely used graduate level textbook in marketing.
An Introduction and they are also widely used around the world. 46 rating on Amazon 53 in web marketing. Borden 1964 conceptualised marketing as a process of planning implementation and control but included a total of 12 elements in his marketing mix.
Introduction to advertising and promotion.
Relationship marketing entails forging long-term relationships with customers which can lead to repeat sales reduced costs and stable relationships. 41840 posted 09 Oct 2012 2007 UTC. Lazer and Kelly 1962 but finally McCarthys 1960 model was adopted and remains to this day the accepted wisdom. Marketing may be broader than you may think.
