Foundations of Marketing Palgrave macmillan

Foundations of Marketing provides a highly accessible and absorbing introduction that explores the combination between theory and real-world practice. Moreover, this contemporary text expands the generic marketing mix beyond the 7Ps to 10Ps with the inclusion of Psychology, Performance and Packaging. There are also discussions on the debate between the marketing mix and the relationship marketing schools of thought, competitive intelligence, marketing research, branding and the strategic implications of marketing.