Marketing Fundamentals for Future Professionals

Marketing Fundamentals for Future Professionals offers concise yet comprehensive coverage of the language and theory of marketing and shows how marketing principles can be used in both personal and professional life.

Modeled on practice-oriented handbooks, this easily adaptable text explains how marketing principles are fundamental to business and become life skills relevant to careers and relationships. Each chapter opens with an explanation of why students need to understand and master the content and how it can help them. Students learn about consumer behavior, segmentation and targeting, positioning, and product development and management. The book also discusses branding, services, promotional theory, personal selling, and strategic marketing.

The revised first edition features updated branding models, additional content on big data and machine learning, and fresh business cases to provide students with the most up-to-date examples.

Marketing Fundamentals for Future Professionals is theoretically grounded yet highly practical. It is well suited to undergraduate business courses and is especially helpful for anyone looking for a solid foundation in the marketing discipline regardless of where they are in their careers.

Following 20 years in sales and marketing, Bruce Robertson earned his Ph.D. in marketing at the University of Cincinnati and is now an associate professor at San Francisco State University. He has written for numerous peer-reviewed publications including Organization Science and the Journal of Professional Selling and Sales Management. His presentation, "How I Teach 1200 Students Out of a 150 Seat Classroom," has been featured at the Academy of Marketing Science and the Prentice-Hall Marketing Symposium. In 2011, Dr. Robertson was named an Outstanding Marketing Teacher by the Academy of Marketing Science.