Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

"Integrated Marketing" boxes illustrate how companies apply principles.

"No doubt about it, marketing is really changing. Marketing today is: Very strategic-customer-centricity is now a core organizational value. Practiced virtually

Marketing management is a dynamic field of study that emphasizes the practical application of marketing concepts, principles, and strategies to achieve organiza