Principles of Marketing

Based on the premise that successful marketing is equal parts art and science, Principles of Marketing introduces the basics of marketing in a clear, student-friendly way that’s comfortable presenting demographic profiles in the same section as examples of clever advertising slogans.

The book presents the many facets of marketing as a function of business strategy. It describes familiar products and services, and explores why some succeed and others do not. It is divided into four sections. The first section is devoted to understanding the market; the second discusses products and service offerings; the third addresses creating customer value through pricing and channels of distribution; and the fourth is about promotion. Specific topics include social media marketing, market segmentation, targeting and positioning, branding, product development, supply chain management, advertising, and public relations.

Written in a concise manner that avoids extraneous detail, Principles of Marketing covers the foundational materials that students can digest in a semester-long marketing course, with the intention of preparing them for the higher level marketing courses. It can also be used to augment a casebook for a marketing management course.