Topic 1 Introduction to marketing

Marketing is often mistakenly equated with sales, advertising or catchy promotions. Actually, the definition is much

broader and includes more than just sales:

“The concept of marketing is to achieve corporate goals by meeting the needs and exceeding the expectations of customers better than the competition”.

Jobber, F. Ellis-Chadwick, ”Principles and practice of marketing”, 2016

The importance of marketing:

  • conducting research and analysis of the environment,
  • creating needs,
  • taking care of the company’s brand,
  • building an appropriate image of the company.