Essentials of Marketing
This is a free textbook offered by BookBoon.
Marketing aims at finding out what consumers want, then planning and developing a product or service that will attract consumers. It also ensures that the right product is available at the right place and at the right price. More often than not, modern marketing – through an aggressive advertising campaign – tries to create a demand for a product or service that consumers are encouraged to buy in order to make a change in their lifestyle.