Why study Marketing? If your organization fails at attracting new customers and retaining existing ones, your company will no longer exist. Furthermore, everyone’s in marketing. You sell yourself and your skills daily. You may have to justify your unit’s existence to a new CEO or Executive Director. You represent your firm, for better or worse. Your attitude and those of your co-workers convey a message to customers and determine whether they use your product or service.
Today, giant multinational firms and small boutiques, profit-oriented and not-for-profit—have entered and experienced new marketing frontiers. Advances in communications technology allow them to supply information to consumers faster and through more media channels than ever before, including broadcast media, print, telecommunications, online computer services, and the Internet. Today’s companies offer consumers more product choices and more places to buy, from shopping malls, mail-order catalogs, and television home shopping channels to virtual stores accessed through online services.