M ARKETING: AN INTRODUCTION, fifth edition, takes an exciting new direction in its quest to guide new marketing students down the intriguing, discovery-laden road to learning marketing. As in previous editions, the goal remains to help students master the basic concepts and practices of modern marketing in an enjoyable and practical way. In the fifth edition, however, we swing that balance whole-heartedly toward pedagogy-toward improving the effectiveness of Marketing: An Introduction as a teaching and learning tool.

ISBN 0-13-012771-X