Contemporary Marketing

Contemporary Marketing, 17th Edition, is an introductory textbook designed as a foundational teaching and learning resource for college marketing courses. Published by Cengage Learning, the volume introduces core principles and practical concepts across the discipline.

The text examines essential marketing principles in depth while exploring all components of the marketing mix. Readers also examine key developments in digital commerce, including electronic business operations, the management of online customer experiences, and emerging internet security and privacy concerns.

Structured to offer practical guidance for students preparing for professional marketing careers, this 768-page English-language textbook is widely adopted in colleges and universities across the country.