Description
Capon's Marketing Principles provides a strategic introduction to the principles and practices of modern marketing, emphasizing how organizations develop, implement, and manage effective marketing strategies. Designed for undergraduate and MBA courses, the book explores market analysis, customer value, marketing research, segmentation, targeting, positioning, branding, product and service management, pricing, distribution, and integrated marketing communications. The Asian Edition incorporates regional business examples and case studies, enabling readers to understand marketing concepts within the context of Asian markets while developing the analytical and decision-making skills required to address contemporary marketing challenges.
