ABOUT BOOK

Designed to teach students the foundational principles of marketing in the digital age, this open textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing. See alsoIntroduction to Marketing II 2e (MKTG 2005) .Supplementary teaching resources available.