Introduction to Marketing

Mohammed A Razzaque, Md. Abdul Momen and Seyama Sultana's 'Introduction to Marketing' is designed to serve the needs of undergraduate and postgraduate marketing students, marketing academics, practitioners, and the general reading public. The book aims to bridge the gap between marketing practices in developed Western nations and those in Bangladesh. The need for this book was driven by the misconception and apparent lack of understanding between developed and developing countries' marketing practices. It challenges the argument that modern marketing practices are only necessary in advanced or developed countries with mature industrial bases, technology, and surplus products, using examples unique to Bangladesh.

Each chapter includes a marketing case, some short and some not too short, to help students understand fundamental issues covered in the chapter. Most cases reflect real-life marketing in various Bangladeshi companies, while some are hypothetical but portray real marketing issues. Each chapter also includes True/False and Multiple-Choice Questions (MCQs) for self-assessment, with answers provided in Appendix 3. Short, medium, and long essay questions encourage independent and critical thinking about applying the knowledge learned. The book includes a detailed outline for developing a marketing plan (Appendix 1), a sample marketing plan(Appendix 2), and a comprehensive marketing glossary to help students access marketing concepts, principles, and theories quickly. These inclusions will help students understand the fundamentals of marketing effectively.