Introduction to Marketing

Abstract

Over the last few decades, the marketing function has been dramatically transformed from a narrow to a much broader and strategic function. In its earliest form, marketing was defined as a limited function restricted to sales or advertising for the local market. The responsibilities of the marketing manager were often limited to selling the factory output and managing the physical distribution of the goods to the distributor. Competition was mainly local and relatively friendly. Today, in many industries, these days are over! The job of the marketing manager is now strategic and diffused within the same organization. A broader look and knowledge of the business is required.