With engaging and easy-to-understand entries on important concepts written by experts in the field, Principles of Business: Marketing will be an invaluable resource for students and readers seeking a clear introduction to topics in marketing.
Principles of Business: Marketing has 70 entries covering essential terms and strategies in business marketing. The essays are scholarly but easy-to-understand, intended to help students and researchers grasp the essential concepts quickly. Readers will gain a better understanding of what is involved in marketing a product or service in a variety of industries.
The series Principles of Business provides students and researchers with a solid introduction to the fundamentals of business. This volume on marketing includes the following topics:
The entries in this volume are arranged in an A to Z order, from “Advertising Campaigns” to “Value-Based Strategies for Business Marketing,” making it easy to find the topic of interest. The entries are written in a uniform format:
- an abstract gives a brief introduction to the topic;
- an overview presents key terms and concepts;
- a clear, concise presentation of the topic includes a
discussion of applications and issues;
- a helpful list of further reading appears at the end
of every article.
Added features include helpful illustrations and diagrams of relevant topics. The back matter in Principles of Business: Marketing contains a thorough and valuable glossary of terms as well as an index.
Principles of Business: Marketing provides readers with ample material to develop their understanding of the essentials of marketing. It will be of interest to students considering careers in sales or marketing, and to anyone seeking a solid understanding of marketing concepts.