Description:

Marketing plays a vital role in the operation of all organizations, whether it's achieving predefined objectives in various fields such as survival, growth, and profitability, or serving the community and fulfilling social responsibilities. The increasing importance and impact of marketing reflect the natural evolution of marketing philosophy and the business organizations' approach to dealing with the emerging developments in the business environment.

In light of this, the new edition of the book contains seventeen chapters, many of which were either absent or updated in previous editions. Particularly significant updates include administrative content regarding marketing and its structure within business organizations, and the adoption of marketing strategies to achieve desired objectives. This includes the use and design of business portfolios and their application in the field, marketing mix strategies, and their connection to the target market. Additionally, there is some detailed discussion and application of marketing information management and its potential to provide a clear and accurate vision of the organization's operations.

The primary focus of presenting contemporary topics and contents in chapters containing marketing mix elements aligns with the boundaries of science in the marketing field. These include strategies for dealing with products, whether goods or services, through different product life cycles. Additionally, concepts of marketing communications and the elements included in them, as well as the strategies employed in the integrated marketing communication process. Similarly, this pertains to marketing channels in terms of structure, types of adopted outlets, and the behavior manifested within the channel from conflict to cooperation among channel members. Furthermore, the book delves into the subject of physical distribution management (logistics).

The conclusion of the book, including the updated chapter on international marketing, addresses the imperative for business organizations to engage in it in the context of global economic openness and the dominance of electronic commerce and its applications on the business operations path in various market specialties.