Fundamentals of marketing management pdf
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It co-ordinates the resources of production and distribution of goods and services Chapter 2 – Marketing Management Theories 4 Concepts of Marketing Management • Production • Product • Selling • Marketing The Product Concept • Seller wants to differentiate his product from the others • Product focus to make product of higher quality • Examples: better raw materials and/or more features pan african institute for development -west africa (paid-wa) buea department of business and management studies lecture notes for marketing management chapter 1: fundamentals of marketing programme: mba marketing, strategic management & scm course title: marketing management course code: mama611 total credits: 3 by ngang perez (major 1) 1 pan african institute for developmentwest africa (paid Marketing Management/Essentials of Marketing Notes Introduction Marketing is as old as civilization. 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