Authorís Note

This Principles of Marketing e-text is my first effort at writing a textbook. I have tried to gather and record the areas of marketing that meet two goals. First, I have included the information that is most likely to be used by a typical marketing student. Second, I have written about principles of marketing that are true principles, that is, that are less likely to change fundamentally in the foreseeable future. In choosing material to cover, I have tried to consider the fact that most people who learn this material do not have their primary professional responsibility in marketing. Therefore, I have attempted to focus on material that will be most helpful to those who will not work primarily in the marketing area. If you learn this material and are not a marketing person at least it will help you work more effectively with those who are in marketing and improve your ability to be a better consumer.

I hope you enjoy your experience with this e-book. As with any project, I will be trying to continuously change this book to meet the needs of its users, so please let me know of any suggestions, recommendations you may have particularly as they apply to your ability to learn and apply the material presented.

Lexis F. Higgins, Ph.D.

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