Marketing

Marketing: Essentials, 8th Edition, by Dana-Nicoleta Lascu, serves as a concise textbook for Principles of Marketing courses. The volume introduces foundational commercial principles through straightforward explanations and memorable examples.

The text examines how organizations navigate economic and political uncertainty alongside rapid technological transformation. Lascu explores digital marketing approaches across online, mobile, and social media channels, while addressing topics such as customer relationship management, customer valuation, marketing analytics, brand communities, dynamic pricing, and sustainability.

Accompanying student learning materials include interactive video labs and guided exercises designed to reinforce key concepts.