Marketing 2016

Marketing 2016, 18th Edition, provides a thorough overview of essential marketing principles within a visually engaging presentation. The textbook pairs foundational concepts with real-world examples to help students build practical decision-making skills for competitive business environments.

Coverage addresses major strategic areas such as digital marketing, social networking, globalization, entrepreneurship, and social and environmental responsibility. The volume also examines marketing practices during times of transition.

Designed for learners across diverse backgrounds and interest levels, the textbook supports classroom study and career preparation. Accompanying instructional resources include updated learning objectives and access to "Ask a Marketer" videos that introduce core principles.