Introduction to Marketing Principles

This is an introductory text and it is squarely aimed at students who are just starting out on their studies. It is the product of years of experience in teaching first-year undergraduates and other new students. Explanations are simply phrased and technical terms defined in everyday language ¿ no prior knowledge is assumed. That¿s not to say it may not prove useful to students in the later stages of their careers. Nor is it to say that this is a cut-down version of other, weightier texts. With this book the authors set out to do two things: ¿ to get students engaged in the study of marketing ¿ to provide a solid foundation for further study ¿ and that means filling some important gaps that we believe are fundamental to good marketing but which many longer books still don¿t tackle. As well as the essentials of each topic, the book includes a number of learning aids; lists of key concepts, illustrations and deeper explanations set apart from the text, definitions of key terms, activities, questions, further reading and mini case studies. It also covered many of the key concerns of modern marketing.