Master the 4 Ps of marketing This book is a practical and accessible guide to understanding and implementing the marketing mix, providing you with the essential

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

Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landsca

This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on