Essentials of Marketing - (5th Edition)

Author: Mike Daniel
Publisher:
Publish Date: 2007-02-01
Features: This book has stood out abroad and become a favorite among students and teachers as a fundamental marketing textbook due to its vivid case studies and contemporary relevance. The content is concise, starting with basic principles and emphasizing the overall framework of marketing, providing readers with the essence and core knowledge of marketing. The book offers a comprehensive and integrated learning system. Each chapter begins with learning objectives and concludes with a summary, followed by corporate cases, along with thought-provoking questions related to the content of each chapter. The book is highly practical. It organically blends fundamental marketing principles and concepts with contemporary real-world business cases, making it engaging and enjoyable to read. This book can serve as a textbook for students in management and marketing disciplines at universities, as well as for MBA and EMBA programs, and is also suitable for reading by business managers and marketing professionals.