Services Marketing, 2nd Edition

2

Marketing Management: Core Concepts

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

• Understand the core concepts of marketing

• Describe the philosophies of marketing

• Understand the marketing challenges

• Understand the process of marketing planning

Mr Mukherjee, a retired service man, decided to spend his time in social service. He remembered reading reports of various organizations regarding the health hazards of rural and tribal people in India. These reports suggested that polluted drinking water was the root cause for many diseases afflicting these people. The problem of clean drinking water—a known problem for many decades—was unfortunately not resolved either by successive governments or by nongovernment organizations. ...