It is designed to make clear the broad concepts of marketing, to show the interrelationships of the major functions of marketing, and to give an understanding of the service marketing provides to the capitalistic free-enterprise system, which could not survive without it. Every normal free adult buys or sells, if not both, nearly every day of his or her life.
All persons consume goods and services that have been marketed.
Thus not only does the subject of marketing have broad general interest, but also it has an immediate practical value to the individual. Every student, therefore, has an opportunity in this course to gain academic credit and more importantly to acquire knowledge which, if used with good judgement, can improve his or her economic and social standard of living. The textbook affords the student a number of useful learning and study aides which should be used in order to successfully complete this course. The student should first read each chapter carefully and note that the chapter summaries emphasize the major areas of that particular chapter. The appendices and list of references at the end of the text can also provide pertinent information as well as clarify unfamiliar terminologies.