Principles of Marketing, Second Edition

Marketing in today’s world depends upon building value for your customers. In PRINCIPLES OF MARKETING, SECOND EDITION, you will examine this contemporary influence on the marketing industry and learn the major concepts necessary to gain a fundamental understanding of marketing processes. 

Case Study and Field Trip features help illustrate these concepts by providing real-world examples, while the Questions to Consider and Challenge Question elements offer the students opportunities to apply the information they have learned.