This classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters. With global examples and completely up-to-date with the latest marketing techniques, Principles of Marketing looks at the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace. The new enhanced media edition gives students extra resources to back up their learning. These include an interactive study guide full of animated exercises, self-assessment questions, so they can test their understanding, a glossary and flash cards to aid revision and over 50 video case studies featuring practicing marketing mangers from top companies such as Sony and Penguin, who show how it is really done. Also included in this package is Marian Burk Wood's Essential Guide to Marketing Planning, which is full of real life case studies from multinational brands and practical tips on creating your own marketing plans. This enhanced media edition really does give students the best way to master their subject.