Abstract
This reading note reviews Mamoun Lahbabi's book "Initiation au marketing. Expériences marocaines," presented as a plea addressed to firms still reluctant to adopt a market-oriented approach. The reviewer situates the book within a context of intensifying competition and the opening of markets, in which consumers' renewed demands compel firms toward greater quality and continuous effort. The work is organized around a trilogy: a simplified presentation of dominant marketing concepts, a continuous illustration of Moroccan practice, and a marketing analysis of specific firms. The note outlines the book's five chapters, covering the historical background and components of the marketing concept, demand analysis through consumer behavior, market diagnosis and segmentation, the marketing mix (price, product, distribution, promotion), marketing in action (innovation, information systems, organization, control), and specialized marketing fields with notable emphasis on banking. It concludes with the question of consumerism and the emergence of consumer protection in Morocco.
Recommended Citation
Benchekroun, S.
(1990)
"Book Review — "Introduction to Marketing: Moroccan Experiences" by Mamoun Lahbabi,"
Revue Marocaine de Droit, d'Economie et de Gestion (Moroccan Journal of Law, Economics and Management): Vol. 9:
Iss.
2, Article 22.
https://doi.org/10.66499/2665-7112.1650
Available at:
https://scholarhub.univh2c.ma/remadeg/vol9/iss2/22
DOI
10.66499/2665-7112.1650