Essentials of marketing, 3rd ed.

Abstract

Covering introductory marketing theory in a concise and well-structured format, this fully revised and updated third Asia–Pacific edition of Essentials of Marketing enables students to easily understand and apply the principles of marketing. Providing a wealth of contemporary local and global examples, the text has also been restructured to present a consumer-oriented focus allowing students to better relate key concepts to their own experiences in the marketplace.