As part of the Skills for Life CTE Series, Principles of Marketing explores foundational marketing concepts relevant to today’s global economy. By emphasizing how marketing impacts businesses and influences our daily lives, this textbook introduces real-world skills that students will use in the classroom, the workplace, and beyond.

Principles of Marketing leads students to a thorough understanding of product, price, place, and promotion—the 4 P’s of marketing. In addition, students will learn how marketers conduct research, make decisions, and strategize to help sell goods and services, and will use this knowledge to complete a comprehensive marketing plan for a company. The skills introduced in this textbook will help students make informed choices as consumers and plan for future careers in business and marketing.

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