Author Description

Learn the basics of marketing and find out about the "hot topics" affecting marketing and business today. Essentials of Marketing explores the major concepts of marketing including the marketing "mix": product, price, place (distribution), and promotion in this short, easy-to-read book. A special chapter devoted to Internet Marketing appears on the Internet, and a chapter devoted to Competitive Intelligence keeps you up-to-date on this timely and increasingly important business issue. Special entrepreneurship sections throughout the book help you put marketing concepts in the context of the fastest-growing segment of the business world: small business.