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About the Book

KnowThis: Marketing Basics is produced as a direct response to many inquires from visitors to the website KnowThis.com. When launched in 1998, KnowThis.com was among the first Internet sites to address the specific needs of those involved in marketing and related fields. In short order KnowThis.com became a leading authority website as evidenced by high rankings on search engine queries, links on university websites, and strong site traffic.

While in the early days KnowThis.com was mostly a reference website offering links to materials found elsewhere on the web, it transitioned to offering original content beginning in 2004. The original material included introduction of the Principles of Marketing series, the most detailed look at marketing concepts that was available on the Internet.

The Principles of Marketing series brought a great deal of positive comments including many requests for a printed version. This book responds to these requests. HOWEVER, WHAT IS CONTAINED IN THE BOOK IS NOT SIMPLY A REPRODUCTION OF CONTENT FOUND ON THE WEBSITE. In fact, the material found in this book differs from the Principles of Marketing material in several significant ways:

• The book contains over 50 percent new or rewritten material not found on KnowThis.com.
• The book contains new organization of topics.
• The book contains over 100 real-world marketing examples connecting the concepts with issues facing organizations around the world.
• The book directs reader’s attention to important topics through formatted information boxes.
• The book contains additional graphics not found on the website version.
• The book identifies hundreds of key terms either within subject headings or through the use of bolded text.
• The book offers an extensive index for quick look-up of marketing topics.