Fundamentals of Marketing

Discover the essential principles of marketing with Fundamentals of Marketing by Geraldine McKay. Published by Goodfellow Publishers Limited in 2018, this comprehensive guide spans 244 pages, making it an ideal resource for undergraduate students seeking to grasp the key terms, concepts, and practices in the field of marketing.

McKay expertly covers contemporary technologies alongside established marketing practices, providing readers with a balanced understanding of the positive impacts of marketing. The book also critically examines marketing's role in achieving broader societal goals, encouraging students to think deeply about the implications of their marketing strategies. Whether you are a student or a marketing professional, this book is a must-have for building a solid foundation in marketing.