Unlock the core principles of marketing with ‘Fundamentals of Marketing’. This essential textbook offers a comprehensive exploration of marketing theory and practical application, ideal for students and professionals. Dive into real-world case studies from diverse sectors like banking, hospitality, and retail, featuring iconic brands such as Coca-Cola and Apple. The book meticulously analyzes the marketing mix – product, price, promotion, and place – while highlighting the crucial role of Marketing Information Systems (MIS) and the impact of technology, e-commerce, and the Internet. Enhance your understanding of contemporary marketing strategies and gain valuable insights into the dynamic world of marketing. A companion website offers additional student and lecturer resources for a complete learning experience.