Marketing Principles and Practices: An Introductory Approach, Second Edition

Marketing Principles and Practices: An Introductory Approach, 2e, is a concise marketing principles text that is designed to present key marketing concepts in a very clear, straightforward manner. This text approaches the art and science of marketing by emphasizing the role of the marketing manager; demonstrating practical applications of marketing theories/concepts; and exploring and analyzing a broad spectrum of proven marketing practices. It presents case studies of 15 legendary companies, with current insights. And it presents three mini-cases--highlighting ethics, supplier relations and sales. This text also discusses the topical issues and ethical challenges inherent in our dynamic global markets. Readers will learn how to develop a marketing plan and apply best marketing practices, including audits, targeting, positioning and S.W.O.T. analysis.