Provides students and researchers with easy-to-understand entries on hundreds of important terms, principles and concepts allow readers to develop a deeper understanding of the field. Marketing is used by all industries—business, retail, software, manufacturing, the media—any company with a product or service to sell needs marketing support. Principles of Business: Marketing provides easy-access to the essentials of marketing—advertising, copy writing, social media, branding—are all covered here. These 100 easy-to-understand entries walk students and researchers through the process that is marketing, to give readers a better understanding of what is involved in marketing a product or service.

Principles of Business: Marketing provides need-to-know information on the fundamentals of marketing, including:

• Advertising Management
• Behavioral Economics
• Brand Management
• Buyer Behavior
• Corporate Sponsorships
• Crowdfunding
• Effective Media Coverage
• Entrepreneurial Marketing
• Internet Marketing Strategies
• Marketing Methods
• Multimedia Product Placement
• New Product Management
• Price Analysis
• Principles of Retailing
• Product Life Cycle
• Promotional Policies
• Public Relations
• Social Media & Business
• Sustainable Competitive Advantage

Principles of Business: Marketing provides readers with ample material to develop a better understanding of the essentials of marketing. For those who are considering a career in sales or marketing, this title is a must. Plus, job seekers with a solid understanding of the fundamentals of marketing will have an advantage when applying for a job in any industry.