Marketing Fundamentals Field Guide
Marketing Fundamentals Field Guide provides an overview of the marketing landscape, containing basic marketing concepts and terminology to successfully understand the subject. Each chapter also includes space for the reader to document his or her own reflections as well as examples. Topics include ethics, planning, research and analysis, brand communication, pricing, distribution, and promotion. Appendices also cover regulatory resources and mathematical models and concepts.
Kendall Hunt Publishing
Hills, Stacey. Marketing Fundamentals Field Guide, Dubuque, IA: Kendall Hunt Publishing, 2011.