ABOUT THE BOOK

The New Marketing has five major divisions, each building upon what the reader has previously learned. Part I reviews the basic function of marketing in our society and identifies the types of knowledge that are necessary for success in this field. Part II presents the concept of product life cycles from the standpoint of prospective and fledgling parents. Part III deals with people and places Promotion and pricing are discussed in Part IV Finally, in Part V, the entire process of marketing is reviewed from the standpoint of social responsibility and the challenge of identifying the productivity of this highly important business function.