Marketing is a business process of creating, delivering, and communicating “value” to customers and managing a good relationship with customers to benefit the organization and its stakeholders. In this process, companies can build intangible assets such as brand equity and customer equity as a result of successful marketing investments. This course is an introduction to the field of marketing, focusing on the marketing issues a typical firm deals with. It is designed to provide students with a thorough understanding of the basic concepts of marketing, as well as the application of these concepts in a variety of settings. It also provides the necessary grounding for students planning to take higher level marketing courses.