ABSTRACT
This chapter discusses both traditional and emerging marketing concepts. First, several existing definitions of the term "marketing" presented by selected authoritative marketing associations, authors and scholars are examined and their deficiencies identified. Second, the chapter discusses the Internet - a new and relatively inexpensive tool which marketing managers and their employer-organisations can use to reach potential clients worldwide. Third, the process by which marketing activities are managed, that is, marketing management, is examined; each of the four elements of the process - that is, marketing planning, marketing organisation, implementation of marketing plans, and marketing control - is discussed in detail. Fourth, the promotional mix is re-examined and broadened to include the following elements: advertising, publicity, sales talk, bait promotion, shop garnishment, extensive exposure, customer relations, impulsive mail, and emissary-style promotion. Finally, the chapter presents the stages through which marketing is generally said to have developed - namely, the production, sales, and customer orientation eras.
