Principles of Marketing v6 1st edition by Tanner

Principles of Marketing v6, 1st edition by Tanner, published by Flatworld, introduces the strategies and tools organizations use to create, communicate, deliver, and exchange value. The text covers consumer behavior, market research, segmentation, targeting, positioning, branding, products, pricing, distribution, promotion, digital marketing, and customer relationships. Designed for introductory marketing courses, it explains how marketers analyze markets and develop effective marketing mixes. Students gain a practical foundation for understanding buyer needs, competitive positioning, and the role of marketing in business growth, nonprofit outreach, and everyday consumer decisions.