Professor of the Department of Management and Marketing at the Tashkent Financial Institute Khamdamova Gavhar Absamatovna has published a textbook on the discipline “Marketing”.
 

The textbook is intended for the preparation of bachelors in the field of Management (by industry and spheres) and is based on the requirements of the modern market mechanism.
 

The main purpose of the textbook is to help students in an in-depth study of the basics of enterprise marketing. The textbook is compiled logically and covers a whole range of educational material for the study of the discipline “Marketing”. The textbook is devoted to such topics as marketing and the main stages of its development, principles, tasks, functions and types of marketing, information support for marketing activities, marketing structure and organization of its management, marketing program, marketing environment, strategic and tactical planning in marketing, marketing control, marketing research, market segmentation and types of buyers, competitive strategy, product and product policy in marketing, price and pricing policy in marketing, sales policy in marketing, communication policy in marketing, direct marketing, service marketing, digital marketing, ethics and social responsibility in marketing and global marketing.




 

The textbook consists of a course of lectures, control questions, self-examination tests, case studies, assignments, a glossary and a list of references.
 

The textbook is intended for independent work of students, as well as to help teachers during lectures and practical classes.