Engaging and thorough, MARKETING, 12th Edition shows you how marketing principles affect your day-to-day life, as well as their significant influence in business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings and gets you thinking about your own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, MARKETING, 12th Edition gives you countless opportunities to develop and apply critical-thinking skills as you acquire the marketing knowledge essential for success in the business world.

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2 Responses to Marketing

  1. I was not thrilled or disappointed by this textbook. Unlike some of my peers, it seems, I actually read all the assigned readings for my class. This book met my expectations, and that’s about it.

  2. This is an excellent text. Very well organized and color-coded between chapters. The key terms are nicely listed at the end of each chapter. There are a lot of real-world examples throughout. And a lot of online resources are also available with this text.

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