Basically, marketing is the  interaction with your consumer. Interaction with consumer is done to establish good image and  trust. Establishing these two factors will enable the consumer to purchase your product or service. That is what marketing is all about, getting the customer to purchase your product or service! But then, there is a tendency to confuse “marketing” with other terms like “advertising” or “publicity”. It should be noted that  advertising is only a small part of marketing. Advertising is one of the ways in which you can get the customer to purchase your product or service. There are many other ways. Like “publicity” though newspapers will increase awareness about your product or service making consumers purchase your product or service.

Thus, basic understanding of marketing concepts is essential for everybody who are into business no matter what products or services you may have. Learning the complexities of marketing both the traditional concepts and the modern day of defining and executions of various strategies as formulated and followed by business giants that lead them to be where they are right now is compulsory not just for marketing students or its graduates. I use the word “complex” because marketing is a mixture of all these activities: advertising, promotion, publicity, deciding the look and feel of the product, how it will be sold and sent to the consumer and more. All of these are components of marketing not marketing itself.

Reading this wonderful book of Paul Baines truly captivates me as I browse every page of it. It is perfectly presented that every man on earth can connect to every aspect of marketing that it presents. That anybody who is not into marketing can take a grasp on what this word means to its truest essence. I call it my dream book. It contains everything that I need to know and understand  about my marketing niche.  Its enthralling features are presented wonderfully. Marketing is a huge topic but Paul Baines effectively relates both traditional and new marketing concepts to today’s fast-paced, competitive and segmented business environment, with the emphasis on relating marketing theory to practical and effective real-world solutions.

The only undergraduate textbook on marketing principles featuring extensive digital material (on both website and DVD) that is fully integrated with the textbook to offer a blended learning solution.The book will enhance your ability to understand, evaluate, and modify or create a marketing plan for your organization.It promotes better understanding of a market driven business approach. It simplifies a broad view of customer relationships, and how those relationships can be affected by the internal systems of your organization. I recommend this Marketing book of Paul Baines for those already in marketing, new marketing people without a formal marketing background, and non-marketing people who are interested in reviewing basic marketing concepts and need a better understanding of marketing.