Marketing Essentials 8e

Marketing: Essentials 8e is an outgrowth of the author’s classroom. Dana-Nicoleta Lascu offers memorable examples to help students understand marketing as a profession. And students need to understand the world of marketing around them – they are, after all, consumers. Lascu shares her own perspectives as a consultant to several companies including Fortune 500, as a business owner, a marketing researcher, a world traveler, and as a dedicated consumer.

Marketing: Essentials 8e offers a comprehensive understanding of marketing in the midst of dynamic change for organizations and consumers.