Description

This subscription-based online resource introduces the student to the foundations of marketing practice with embedded digital content and interactive quizzes. It includes a survey of contemporary marketing concepts and practices and an overview of the range of marketing managers’ activities.

Specifically, it addresses the following areas:

1. The critical constructs that embody the marketing discipline
2. The hierarchical stages in the historical development of the modern marketing concept
3. The importance of marketing to consumers and organizations
4. The crucial role of marketing strategy in businesses
5. How marketing is relevant to societal concerns beyond corporate interests