You are viewing a complimentary preview of this book. For options to unlock the full book, please login or visit our catalog to create a FlatWorld Account and see purchase options.
Principles of Marketing

v1.0.1 Jeff Tanner and Mary Anne Raymond

Chapter 1 What Is Marketing?

What makes a business idea work? Does it only take money? Why are some products a huge success and similar products a dismal failure? How was Apple, a computer company, able to create and launch the wildly successful iPod, yet Microsoft’s first foray into MP3 players was a total disaster? If the size of the company and the money behind a product’s launch were the difference, Microsoft would have won. But for Microsoft to have won, it would have needed something it’s not had in a while—good marketing so it can produce and sell products that consumers want.

So how does marketing get done?