MKTG: Principles of Marketing
Book Summary:
This Book Provides a comprehensive overview of key marketing concepts, including consumer behavior, market research, and the marketing mix (product, price, place, promotion). The text emphasizes the importance of understanding customer relationships and developing effective marketing strategies. It also covers contemporary topics like digital marketing and ethical considerations, integrating real-world case studies to illustrate practical applications. This resource is designed to equip students with the foundational knowledge needed to navigate the dynamic field of marketing.
ISBN’s: 9781305631823, 9781285860145, 9781337116800
Authors:
Charles W. Lamb, Joe F. Hair, Carl McDaniel
