Author Description

From the Publisher This is the only Principles of Marketing text that incorporates a mastering or study skills format. Intended for students who need help focusing on basic marketing concepts, or for ESL students, this text takes a step-by-step approach that allows students to review and check their work as they go. A special focus on learning objectives, including learning objectives in the text margins, Progress Checks at the end of each major chapter section, and a Self-Test at the end of each chapter, help students retain the important concepts of the principles course. This "built-in study guide" eliminates the need for students to purchase a separate study guide.