PRINCIPLES OF MARKETING by KHAIRANI ARSHAD

This book summarizes key concepts and practices of marketing which are essential to understanding this important subject. It is also provides a succinct exposition of all the main topics including the overview of marketing, marketing environment, understanding buyer behavior, marketing segmentation, targeting and positioning, product, pricing , place and promotion. The author makes this note in bilingual form which uses Malaysian as well as English. This is to enable students to understand the entire contents of the Principles of Marketing subject. It is hoped that this book will help students in achieving success and practicing it in the future.