Marketing

Marketing, 4th Edition, is a textbook by C. Shane Hunt, John E. Mello, and George Deitz that introduces core marketing principles and personal brand development. Published by McGraw-Hill Higher Education, the volume shows how marketing concepts apply both to business and to students regardless of their academic major.

The text addresses fundamental topics such as strategic planning, the global environment, consumer behavior, and marketing analytics. It also explores practical areas including product development, pricing, personal selling, and supply chain management.

Designed for a semester-long course, the concise chapters integrate themes of ethics, globalization, and social media throughout the narrative to help students connect marketing knowledge to their chosen career paths.