Marketing creates empires. From neighborhood food carts and auto repair ships to entrepreneurial start-ups, application developers, and multibillion-peso retail giants, every business can benefit from good marketing.

Principles of Marketing strives to provide the first step toward developing the professional marketers that the Philippines needs. It seeks to encourage students to think like seasoned marketers, providing them with marketing fundamentals along with a number of compelling examples from Philippine enterprises. Following the author’s belief that the best way to teach marketing is through the use of real-world situations, this worktext offers Philippine case studies that will bring marketing situations to life, along with relevant readings and practical hands-on activities.