Forewords

Marketing is one of the most important and critical functions of the field of Business Administration and by far the most popular. It is one of the basic functions of marketing – identifying consumer needs – that informs the formation of business organizations, invariably to meet the identified needs. Hence, a thorough understanding of marketing functions and effective design and implementation of strategies are key to the survival of any business organization. This is so because it is the marketing function that converts the organization’s offerings into sales and invariably profit.

M.A. Mawoli, through this book titled ‘Introduction to Marketing’ is making a significant contribution to easy and proper understanding of the subject matter. The text is highly technical and written in a very simple language. Its illustrations and conceptualizations are purely indigenous, thereby making it reader-friendly material for the average student, practitioner, and consultant.

Students of Marketing, Business Administration, and related fields at undergraduate, postgraduate, and professional levels as well as practitioners and consultants will find this book an indispensable reference point.

Dr. Abdulkadir, D.S. (ACII)

Nigerian National Petroleum Corporation

Abuja