9
CONTENTS
INTRODUCTION..................................................................
3
CHAPTER 1. SOCIO
-
ECONOMIC
FOUNDATIONS
OF
MARKETING........................................................................
8
1.1.
The concept of marketing and its essence ...............................
8
1.2.
The emergence and main stages of development of
marketing.................................................................................
13
1.3.
The concept of marketing theory and its evolution..................
16
1.4.
The composition of marketing elements and the concept of
marketing mix..........................................................................
23
Questions for control and discussion.......................................
28
CHAPTER 2. FUNCTIONS, OBJECTIVES AND PRINCIPLES OF
MARKETING........................................................................
30
2.1.
Basic principles of marketing ................................................
30
2.2.
Content of marketing activities and functions.........................
32
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