The introduction explains that effective management depends on understanding both organizational processes and human behaviour. Organizations achieve their goals through people, making it essential for managers to understand how individuals think, communicate, make decisions, and work in teams. The authors introduce organizational behaviour as the study of how people behave within organizations and show how this knowledge can improve leadership, motivation, communication, and organizational performance. The book combines management theory with practical applications, helping students understand the challenges faced by modern organizations in a rapidly changing business environment. It emphasizes the importance of balancing organizational objectives with employee needs to achieve long-term success

The introduction explains what information systems (IS) are and why they are important to organisations. The book takes a management perspective: information systems are not simply about computers and technology; managers must understand how technology interacts with people, organisations, processes and business strategy

The introduction explains that marketing is a key business activity focused on creating value for customers and building strong relationships with them. It introduces marketing as more than simply advertising or selling; instead, it involves understanding customer needs, developing products and services, setting appropriate prices, communicating effectively, and delivering value through successful exchanges. The authors highlight the importance of customer-focused strategies in a competitive and changing marketplace. The book aims to help students understand how organizations analyze markets, identify opportunities, develop marketing plans, and use marketing tools to achieve both customer satisfaction and organizational goals. It also emphasizes the impact of new technologies and changing consumer expectations on modern marketing practices.

The introduction explains that marketing communications is the process through which organizations communicate with customers, stakeholders, and wider audiences to create awareness, build relationships, and support brand objectives. It presents marketing communication as a strategic activity that goes beyond simply promoting products; it involves creating meaningful interactions and experiences that influence how people perceive and engage with brands.

The author highlights how the field has changed due to developments in technology, digital media, globalization, and changing consumer behavior. Traditional one-way communication models have been replaced by more interactive approaches where customers participate in conversations, share content, and influence brand reputation.

The introduction explains the importance of marketing research as a systematic process for collecting, analyzing, and interpreting information that helps organizations make better marketing decisions. It presents research as a bridge between business questions and evidence-based solutions, allowing marketers to understand customers, markets, competition, and consumer behavior.

The authors introduce the need for quantitative data analysis in marketing research. They explain that collecting data is only the first step; researchers must also select appropriate statistical methods, analyze results correctly, and translate findings into meaningful marketing insights.

A central focus of the book is the use of SPSS (Statistical Package for the Social Sciences) as a practical tool for analyzing marketing research data. The introduction highlights that the book connects statistical concepts with hands-on SPSS applications, helping students understand both how to perform analyses and why particular techniques are used.

The Introduction presents marketing as a process centered on real people making real decisions. It explains that marketing is much more than advertising or selling; it involves understanding customers, creating value, and making decisions that satisfy customer needs while achieving organizational objectives.

1. What is marketing?

Marketing is the process of understanding customer needs and creating, communicating, delivering, and exchanging offerings that provide value.

The introduction explains that materials selection is a fundamental part of engineering design because the choice of material strongly influences the performance, safety, cost, and sustainability of a product. The author emphasizes that engineers must select materials not only based on their properties, but also on how those materials fit the requirements of a particular design problem.

The chapter introduces a systematic approach to choosing materials from the wide range of available options. It explains that good design requires balancing multiple factors, such as: