Principles of Marketing 2e provides a well-structured, solid foundation that addresses the need for students to have real marketing skills which can be used in industry. The textbook not only provides a theoretical perspective but also focuses on marketing skills development. Each chapter has a digital marketing perspective to enable students to put theory into practice. The textbook is written in a student-friendly manner suitable for undergraduates who are studying marketing as part of a degree or diploma at university or at a university of technology.