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Marketing is one of the three basic economic elements on which the economic system of any society is built.
Marketing as an economic element is dormant in some societies but it enters economic system as an essential element in the process of economic development.
It is too often construed as a mere process in which goods is physically moved from where they are produced to where they are consumed.
This view is very narrow and misleading since marketing as an economic element is essential at all levels of development in an economy.
It is a matter of mere differences in the manner its roles are performed as determined by the needs and circumstances of each developmental stage.
It is this narrow and misleading mind-set that this book, “Marketing: Principles and Practice”, attempts to analysed for correction.
Dr, Ezekiel O.
Akpan, N.C.E, B.Sc (Hons), Diploma (Mktg), M.Ed; Ph.D (Business Edu.); and Dr.
Ekpo, N.C.E, P.G.D.M, B.Ed (Business Edu.), M.B.A (Marketing) and Ph.D (Entrepreneurial Studies) are seasoned Business Educators, Administrators and prolific writers who have taught at various levels of educational institutions in Nigeria.
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