Essentials of Marketing teaches students/readers the experience and process of actually doing marketing-not just the vocabulary. Since Ghana's Independence (1957), many organizations have evolved to adopt and implement marketing practices conforming to global standards. Today, many Ghanaian organizations have a presence in most African countries and beyond, competing with the best organizations globally. For Ghanaian companies to sustain their competitive advantage and gain a stronger foothold in the international business environment, it is crucial for students (and future managers) to...