Professional Documents
Culture Documents
MM-Chapter 1
MM-Chapter 1
Defining Marketing
for the 21st Century
Marketing Management
A South Asian Perspective, 13th ed
Chapter Questions
• Why is marketing important?
• What is the scope of marketing?
• What are some fundamental marketing
concepts?
• How has marketing management
changed?
• What are the tasks necessary for
successful marketing management?
Information
Information technology
technology
Globalization
Globalization
Deregulation
Deregulation
Privatization
Privatization
Competition
Competition
Convergence
Convergence
Consumer
Consumer resistance
resistance
Retail
Retail transformation
transformation
Production Product
Selling Marketing