Chapter One
Introduction
- Background of the Study
The importance of marketing has been stressed in many quarters. Peter and Waterman (2008, P. 8) pointed out that most successful firms in their over 25 years of study share dedication to marketing, which means that the key of success lies in keeping close to the customers consequently marketing is define as the activities set of institutions, and processes for creating, communication, delivering and exchanging offering that have value for customers, client, partners and society at large (AMA 2007).
In the same vein marketing is a system of business activities designed to plan, price, promote and distribute something of value-want satisfying goods and distribute to the benefit of market-present and potential household consumer or individual users.
