The late great Peter Drucker defined marketing as “looking at the business through the customers’ eyes.” Even though organizations are becoming increasingly customer-focused, marketing is still one of the most misunderstood areas of business.

This guide explains what marketing is and the techniques marketers use. Topics covered include:
• The marketing mix
• Pricing policy
• Different methods of market research

This guide to the fundamentals will be invaluable for anyone aiming to excel in a customer-focused organization.