Marketing in today’s world depends upon building value for your customers. In PRINCIPLES OF MARKETING, you will examine this contemporary influence on the marketing industry and learn the major concepts necessary to gain a fundamental understanding of marketing processes. Case Study and Field Trip features help illustrate these concepts by providing real world examples, while the Questions to Consider and Challenge Question elements offer the students opportunities to apply the information they have learned.

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Build your understanding and confidence in Marketing through this highly interactive learning resource. Revel® for Principles of Marketing, 1st Edition by Ayesha Owusu-Barnaby, is a comprehensive demonstration of the essential concepts around the field, supporting your practical knowledge and understanding of the discipline and boosting your confidence in thinking like a marketer.

This fully digital edition is a modern, highly interactive learning resource analogous to the character of this growingly dynamic and diverse discipline, significantly impacted by technology and relationships – involving both internal and external customers and stakeholders.

This resource helps you explore a range of themes from theory to practice, starting from what marketing is and explaining how to apply common frameworks to different contemporary, real-world settings. The content will support your evaluation of marketing’s role in the digital era and help you explore the diversity of the field and its effect on businesses.

This Revel edition delivers an engaging blend of author content, media, and assessment and values a fresh, practical approach to learning about marketing theory and concepts. The array of features will support the development of your problem-solving skills, challenging you to think critically by questioning, arguing a case, and collaborating with others, eventually helping you build the skills you need to make an immediate impact at work.

• Understand what marketing is and the context of each topic.
• Analyse and evaluate the role of marketing in a range of business contexts, and apply common frameworks and theories to different scenarios and real-world settings.
• Develop and practice your marketing and business skills with a range of activities.
• Explore Marketing and support your learning via a range of interactive media and digital tools such as news clips, video interviews, mini-simulations, and more.
• Identify and foster the skills required, to apply for jobs.

Based on the premise that successful marketing is equal parts art and science, this book introduces the basics of marketing in a clear, student-friendly way that’s comfortable presenting demographic profiles in the same section as examples of clever advertising slogans.