Principles of Marketing

This text provides a comprehensive introduction to marketing with a managerial and strategic orientation that puts students in a decision-making role and encourages them to think about marketing strategy in the real-world of business. Using a highly motivating and clear writing style, the authors include profiles of leading marketers and short descriptions of marketing in action to bring the marketing environment into focus. Problems, exercises, and insights into how a variety of companies and industries practice marketing reinforce key concepts and principles. This book should be of interest to degree and diploma students of marketing, business studies and management taking introductory marketing courses.