Marketing is very important as it enables consumers to be aware of products or services and also helps them make proper buying decisions. Marketing creates effective consumer engagement, builds consumer-business relationship, builds and maintains business reputations, boosts sales, keeps businesses in operation, creates a link between businesses and society and above all, renders businesses relevant in society.The book discusses the fundamental concepts and theories of marketing. The application of these concepts and theories is significantly enhanced by series of examples. The book contains...