Welcome to the exciting, dynamic, and challenging field of marketing!

If you’ve been on the Web, in a store, working in a company, or a consumer of any of the thousands of products and services available in our marketplace, you are already involved with marketing, and you have probably already noticed many of the extraordinary changes taking place. Personalized advertising, multichannel retailing, cashless vending, customized products, online coupons, web-based surveys, and interactive media are just a few of the many indications that marketing is racing into a new era.

At the same time, many traditional elements of the discipline such as segmentation, new product development, and pricing are growing in importance and use. The combination of the current and the traditional elements of marketing create a truly exceptional topic to study and understand.