You are holding a textbook that has experienced a dramatic icrease with each edition in the number of colleges and university student-users. It is now one of the world's leading marketing textbooks.We are very grateful to the hunderds of professors around the world that have selected our text to give college students their first exposure to the dynamic world of marketing. Weare honored that a majority of professors stay with our text editon after edition.

Our research gives us an indication why this is true. Students find Introduction to Marketing, by McDaniel, Lamb, and Hair, themost exciting, readable, and enjoyable text of their college career.

Part 1 The World Marketing
Part 2 Analyzing Market Opportunities
Part 3 Product Decisions
Part 4 Distribution Decisions
Part 5 Promotion Decisions
Part 6 Pricing Decisions
Part 7 Technology-Driven Marketing