Our goal with Principles of Marketing has always been to offer the most current, applied, resourceful, and exciting text for the introductory marketing course. That’s why it continues to be the most widely use introductory marketing text around the world. That’s what makes it stand out in a crowd.
We’ve poured over every book page, figure, table, exercise, illustration, example, and reference. We’ve included the latest concepts and practices to keep the text fresh and timely. And we’ve reviewed hundreds of pages of feedback fro marketing instructors and students to make sure that this book responds to your needs.
Part 1 Defining Marketing and the Marketing Process
Part 2 Understanding the Marketplace and consumers
Part 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix
Part 4 Extending Marketing