ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book defines the ultimate goal of marketing as "the creation and delivery of customer value". It divides marketing activities into two types: activities in the market that target consumers and activities within the firm that target its employees. These types of activities are called external marketing and internal marketing, respectively. The book also discusses the basic concept of internal marketing, including its background, theoretical underpinnings, definitions, and scope. It also focuses on cooperation between the marketing department and the R&D department in product development and the introduction of products to the market; summarizes relevant issues; and explains the roles of both departments, barriers between them, and the ideal form of cooperation. The book also discusses the organizational structure and role of the marketing department and the sales department, and considers issues involving integrating their activities.
