Welcome to Marketing Concepts. The purpose of this book is to help you understand marketing concepts in such a way that you can implement and manage them successfully in the real world.

However, the roles and functions that marketing plays impact every job in the ownership or executive suite. Whether you consider your skill set to be financial, logistical, IT, sales, or even HR, what you do with your skill set will both impact and be impacted by marketing.

People who are given roles that have marketing in the title often do not have a business background. It is not uncommon to find people with backgrounds in art, journalism, or communication with a marketing job title. This is where you come in. If you have a degree in accounting or finance, you may be the one who creates the marketing budget, thus making you effectively in charge of marketing. If you have a specialization in IT, you may be determining what capabilities marketing has to track or even communicate. The success of marketing is really determined by the entire management team, of which you will be a part.

No matter what your role will be, this book is designed to help you find success with your decisions and responsibilities when it comes to supporting enterprise goals that relate to marketing.