Marketing: A Guide to the Fundamentals

The late great Peter Drucker defined marketing as &quot;looking at the business through the customers' eyes.&quot; Even though organizations are becoming increasingly customer-focused, marketing is still one of the most misunderstood areas of business.<br> <br> This guide explains what marketing is and the techniques marketers use. Topics covered include:<br> * The marketing mix<br> * Pricing policy<br> * Different methods of market research<br> <br> This guide to the fundamentals will be invaluable for anyone aiming to excel in a customer-focused organization.