Marketing Essentials 8th edition by Lascu

Marketing Essentials, 8th edition by Lascu, published by Sage, presents a clear overview of the concepts and tools used to understand markets and create customer value. The text covers core marketing topics such as segmentation, targeting, positioning, consumer behavior, product strategy, pricing, distribution, promotion, and branding. It is designed to help students connect marketing theory with business decisions made in competitive environments. With an accessible structure and applied focus, this edition supports introductory marketing courses and helps readers build a practical foundation for analyzing customers, competitors, and marketing opportunities.