This textbook investigates the fundamental principles of modern marketing by emphasizing the strategic necessity of a comprehensive marketing plan. The authors, Dale L. Varble, James Rolf Lowry, and Stewart W. Husted, draw upon foundational business theory to provide a structured framework for students entering the field. By focusing on the integration of planning into daily operations, the text aims to bridge the gap between theoretical marketing concepts and practical business application.

The text serves as a foundational resource for introductory business curricula, focusing on the systematic development of marketing strategies. Its emphasis on the marketing plan as a central operational tool provides students with a clear, procedural approach to business management.