Core Concepts of Marketing

Core Concepts of Marketing

John Burnett


Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing.

This text introduces students to the marketing strategies and tools that practitioners use to market their products.


To emphasize how various marketii1g areas work together to create a cohesive strategy, I define and explain the various marketing areas and their comparative strengths and weaknesses’, as well as stress how to best “mix” marketing tools in a strategic, integrated plan.


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