Marketing management is one of the most important functions for any business that exists in the demanding environment of the 21st century. A business cannot function in isolation but is an open system which is influenced by several variables. Applied principles of marketing and marketing management aims to provide junior marketing personnel and junior marketing managers with an introductory understanding of the principles of marketing and marketing management.

The book 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.

Study unit 1 The nature of marketing
Study unit 2 The marketing environment
Study unit 3 The consumer as part of the market environment

Integrated assignment 1 – Study units 1, 2, 3

Study unit 4 Segmentation, target markets and positioning
Study unit 5 Product decisions
Study unit 6 Marketing communications

Integrated assignment 2 – Study units 4, 5, 6