This course provides an opportunity for students to discover the concepts and theories necessary for understanding the fundamental principles of marketing. Analysis of the marketing functions of price, promotion, place, and product is developed. Topics also covered marketing orientation, marketing-mix, relationship marketing and service logic, behavioral theories of customer response and strategic frameworks of customer brand management. Students will get a broad introduction to realities of modern marketing in contemporary situations.

Marketing: Real People, Real Choices, 8th Edition
Greg W. Marshall, ISBN-10:0132948931 / ISBN-13:9780132948937