The book addresses the needs of both undergraduate and postgraduate marketing students, marketing academics and practitioners, and the general reading public. It aims to bridge the gap between the marketing practices in the developed Western nations and those in Bangladesh. The need for this book received further impetus because of the misconception and seemingly lack of understanding between developed and developing countries’ marketing practices. It refutes the argument that modern marketing practices are only necessary and applicable in advanced or developed countries with matured industrial base technology and surplus products, with examples unique to Bangladesh.
Each chapter in this book includes a marketing case-some short, some not too short-to help students understand some of the fundamental issues covered in the chapter. Most of these cases reflect different aspects of real-life marketing in various Bangladeshi companies. However, some cases are hypothetical but portray real marketing issues. Each chapter includes a few True/False and Multiple-Choice Questions (MCQs). These are questions to help students check their general understanding of the materials covered in the chapter. Answers to these self-test questions are provided in Appendix 3. Each chapter also includes short, medium, and long essay questions to help students reflect on their learning, keep them engaged with the topic, and encourage independent and critical thinking about applying the knowledge learned in the chapter.
The book also includes a detailed outline of developing a marketing plan (Appendix 1) and a sample marketing plan (Appendix 2). A comprehensive marketing glossary of terms to enable students to access marketing concepts, principles quickly, and theories have also been included at the end of the book. Students will find these inclusions helpful in understanding the fundamentals of marketing.
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| Title | Introduction to Marketing |
| Author | Dr Mohammed A Razzaque, Dr Md Abdul Momen, Dr Seyama Sultana |
| Publisher | আদর্শ |
| ISBN | 978-984-96774-4-4 |
| Edition | ১ম প্রকাশ |
| Number of Pages | 364 |
| Country | বাংলাদেশ |
| Language | English |
Dr Mohammed A Razzaque
Dr Mohammed A Razzaque, currently an Adjunct Academic (Marketing) at the University of New South Wales School of Business, obtained his PhD from the same university. Starting his teaching career at the Institute of Business Administration (IBA), the University of Dhaka in 1971, he moved to the University of Khartoum, Sudan (1976), followed by the National University of Singapore (1981) and finally, the University of New South Wales (2001). He was a visiting professor at Rutgers University, New Jersey, USA; Helsinki School of Economics, Finland; and North South University, Bangladesh. A highly acclaimed marketing academic, Professor Razzaque received several teaching-excellence awards. Dr Razzaque has authored more than one hundred research and conceptual papers published in reputed international journals and conference proceedings. Dr Mohammed Razzaque has authored more than onehundred research and conceptual papers published in reputed internationally refereed journals and conference proceedings.
Dr Md Abdul Momen
Dr Md Abdul Momen, an Associate Professor of Marketing at East-West University, received his PhD with a merit scholarship from the International Islamic University Malaysia. He has published more than 20 research papers in reputable international journals. Dr Momen has worked with the Malaysian Education Ministry and Bank Negara (Central Bank of Malaysia). He was a research trainer for the BCS Administration Academy and Open University, Bangladesh. He is also involved in the ‘Skilled for Employment Investment Program’ (SEIP), a Bangladesh-ADB collaboration. The AD scientific index (January 2022) rated Dr Momen as the best marketing scientist in Bangladesh.
Dr Seyama Sultana
Dr Seyama Sultana teaches at the United International University (UIU), as an Associate Professor of Marketing. She obtained her PhD in marketing from the International Islamic University Malaysia with merit scholarship. Dr Seyama has published 14 research articles in international journals. She also has more than 10 conference papers. Her paper presented at Malaysia’s Asia Pacific Business Research Conference (2013) received the best paper award. Dr Seyama led a UIU ACBSP (standard 6) team. She worked as a marketing consultant for a nationally famous corporation, judged national contests, and participated in the acclaimed ‘Teaching for Active Learning’ program with elite teachers from public and private universities in Bangladesh.
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