Chapter 1
Marketing Fundamentals
![Defining Marketing](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15886.jpg)
The American Marketing Association (AMA) defines marketing as "the activity, set of institutions, and processes for creating, communicating,…
![Evolution of Marketing Concept - The Industrial Perspective](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15887.jpg)
Before the 20th century, marketing, as seen today, was virtually nonexistent. Over time, it evolved from a production-centric to a customer-centric…
![Value Creation in Marketing](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15889.jpg)
Value creation involves providing customers with products or services that exceed their expectations, offering something worth more than its…
![The Marketing Toolkit - 4Ps to 4Es](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15890.jpg)
The marketing mix, or 4Ps, introduced by E. Jerome McCarthy in the 1960s, is a cornerstone of marketing strategy. It includes the following:
Product…
![Changing Marketing Landscape](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15892.jpg)
The marketing landscape is continually evolving, with the recent drivers of change being digital technology, AI, economic shifts, and a growing…
![Nonprofit Marketing](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/16642.jpg)
Nonprofit marketing refers to the strategies and activities undertaken by organizations that operate with the primary goal of fulfilling a mission or…
![Defining Marketing Strategy](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15894.jpg)
Marketing strategy is the cornerstone of business success. It defines the game plan for staying ahead of the competition and aligns with the…
![Marketing Plan](https://jovecdn2.ccindex.cn/files/media/science-education/science-education-thumbs/15895.jpg)
A marketing plan is a structured roadmap outlining how a business intends to achieve its goals, serving as the playbook for all marketing…