Concepts in Marketing provides a comprehensive survey of fundamental marketing principles and skills.  Students will learn how marketing managers develop strategy, research consumer needs, and identify target markets. In addition to covering the importance of global marketing and e-commerce, students will learn how to satisfy market opportunities with the “4 Ps”—product, pricing, promotion, and placement. Each lesson integrates a company or organization case study with core learning objectives. As each case study unfolds, students will learn general concepts, definitions of terms, product or service history, and the latest in marketing trends.  Concepts in Marketing also offers practical tips used by marketing professional, including how to develop new products, set prices, select distribution channels, and create effective advertising campaigns. 

  Individual lesson descriptions and video clips.

Instructors, librarians, LRC coordinators, and institutional purchasing representatives, please refer to the ORDER FORM for pricing and shipping information. The complete series and individual lessons are available on DVD.  Please review the Digital Use Policy for rights, limitations, and display terms.

PRODUCTION PARTNER: McGraw-Hill Higher Education