摘要：

Marketing Principles is an aptly titled textbook that makes a welcome addition to the study of marketing theory and practice. The book contains 17 chapters that cover all the diverse and interesting areas of marketing. Most traditional marketing textbooks follow the same formula but this book takes the unique perspective of examining marketing and its elements in terms of the 4P's but also discussing specific marketing areas such as sports, retail and international marketing. From experience, many students find some of the existing marketing textbooks on the market dull and boring but this textbook does spark the interest of students by showing how there are many different areas of marketing each of which are useful to study. Hence, it seems that the textbook is definitely a great book to use for first year undergraduate marketing courses but could also be used for more thought provoking third year undergraduate marketing courses. Of course, Masters and MBA students of introductory marketing could really benefit from using this book. Each of the chapters in the book begins with an introductory section that provides examples of the relevance of the topic under investigation.

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