An introduction to marketing in contemporary business. The central theme running throughout the course is that marketing is not a fragmented assortment of actions and functions taking place among disconnected institutions operating in isolation. Rather, it is a total system of business action aimed at profitably meeting the needs and wants of business customers and final consumers. The task of managing a marketing operation involves strategic and tactical decision-making in both domestic and international markets. It also demands an understanding of the structure of the marketing system, the various institutions that make up that system, and the role of each institution within the system. The course is a blend of theory and practical application, using cases, reports and exercises to enhance student learning.