the companion content for each module of the marketing concept:an academic perspective e-book is presented in a tutorial and visual learning format – content including PowerPoint slides, videos, and  explanatory notes


[no password required]

To make note taking easier the key diagrams of the e-book are available in a PDF format. [a] download the PDF file [3 per page], [b] save to desktop, [c] print the file, [d] write notes as you progress through the e-book & the slides in each module [below]


[no password required]

To make note taking easier the key slides of the e-book are available in a PowerPoint format. [a] download the PPT file [key slides], [b] save to desktop, [c] open file in notes format, [d] type notes as you progress through the e-book 

In section 1

The foundations of marketing knowledge are constructed in section 1; we will: holistically, discuss the values embedded in the marketing concept; discuss and define markets and marketing from both a buyer and seller’s perspective; Explore what is marketing and what is not marketing; discover how marketing has evolved and how history has revealed 4 marketing quests; identify the role of marketing in shaping society; identify how marketing has a role in the financial, strategic and communication objectives of an organisation

In section 2

A theoretical framework is presented in section 2. In section 1 we outlined how the marketing concept is a theoretical umbrella that spans all of marketing – we suggested that this could be considered as the primary or superordinate concept of marketing. In section 2 we explode the marketing concept into 3 secondary or subordinate concepts – the buyer decision process, the total product, and the circle of satisfaction.  As we explore each module we will discover a number of concepts and theories that fall under the banner of the secondary marketing concepts. Normally, it is the experience of the marketing practitioner that helps organise and synthesise the concepts and theories, in section 2 it is organised as an experienced marketing practitioner would approach their discipline.

In section 3

How marketing practitioners apply a marketing philosophy and marketing theory through the CADDIE – business-marketing planning process is discussed in section 3.  In the collect and analyse section of the CADDIE process, we discussed how marketing practitioners conduct a marketing audit to research the prevailing situational factors [COMP factors] of the customer, the organisation, the market, and the products to assess the market attractiveness and ability to compete. We noted from our previous discussion on the evolution of marketing that situational factors are constantly evolving and this requires the organisation to adapt, however, we also noted that marketing practitioners have areas of responsibility that must be continually researched and this required two types of marketing research – as needed research and everyday marketing research.

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