Author(s): Jane Summers; Michael Gardiner; Joseph Hair Jr.; Charles Lamb; Carl McDaniel Jr.

Business, Economics and Law

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.Essentials of Marketing 3e paves the way for students to harness the power of marketing.