PRINCIPLES OF MARKETING

Mrketing reversed prior business logic 50 years ago and said«the customer is king», and the companies began to recognizethat it was not just the product that was the most important aspectoftheir business. Companies recognized that consumers had a myriad
of choices of product offerings and marketing was responsibleto ensure that the company's products had the benefits andattributes that customers wanted and were willing to pay for.Today,considering the technology development, which influences everyfunction of the company, the focus of the successful marketingoriented 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 needtobe considered when making any type of marketing decisions. So, the
major step of a student of marketing, whether it is a younguniversitystudent or an experienced business executive, is to understandthe principles of marketing, and reading the present book will be
the first step in accomplishing this task. This book describesthesebasic principles of marketing, and while the authors recognize thateach 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 purposeof Principles of Marketing is to introduce readers to thefascinatingworld of marketing today, in an easy, enjoyable and practical way,
offering an attractive text from which to learn about and teachmarketing.