Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital M

"Integrated Marketing" boxes illustrate how companies apply principles.

Marketing Fundamentals for Future Professionals offers concise yet comprehensive coverage of the language and theory of marketing and shows how marketing princi

(Black & White version) Fundamentals of Business was created for Virginia Tech's MGT 1104 Foundations of Business through a collaboration between the Pamplin Co

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers c