Marketing is perhaps the most complex and challenging function per-
formed by business firms. Every firm engages in marketing. How well an
organization performs this function ultimately determines its success over the
years.
As an indication of the growing importance of marketing, many colleges
have expanded their course offerings in marketing to include advertising,
consumer behavior, international trade, marketing research, retailing, channels,
and many other related courses. All of these courses are based on a beginning
marketing course, so the importance of a good introduction to the field cannot
be overemphasized. Modern Marketing aims to provide a solid foundation on
which students can build their knowledge of marketing.
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