The elements of the marketing mix product, price, distribution, and promotion are discussed in the context of social and political constraints on marketing activity . Marketing defines what this implies for specific business operations.
Marketing is more than advertising, and more than selling.
It involves all activities which relate the organization to the publics it efficiently must serve in order to survive. Consequently, these business decisions will be judged and responded to from a wide variety of attitudes, interests, opinions, and values. As the course progresses, you will come to see that marketing decisions are the riskiest and potentially the most profitable decisions that an executive is ever called upon to make. Required Text Marketing Sixth Edition, by Eric Berkowitz et al.