Appropriate for Introductory Marketing courses at the college or university level. At university level, this text is particularly suitable for non-majors or where marketing has been designated as a general education course. The fifth edition of this text is revised to emphasize the use of technology, especially E-Marketing. Key improvements include extensive updating, the new comprehensive E-Marketing chapter, and added emphasis on Integrated Marketing Communications. This edition maintains the practical, student-oriented approach to marketing theory and practice, which has made previous editions so popular.