About the Book

In 1998, KnowThis.com was launched as one of the first internet websites to address the specific needs of those involved in marketing and related fields.  A key part of KnowThis.com is the Principles of Marketing tutorial series, which offers a detailed look at marketing concepts.  This series brought a great deal of positive comments and many requests for a printed version.  This led to the first edition of KnowThis: Marketing Basics, in 2009 which was well received by both the academic and business communities.  The success and satisfaction received from publishing the first edition led to a second edition in 2012, a third edition in 2018 and now a fourth update.

Overall, the KnowThis: Marketing Basics, 4th edition continues our practice of offering comprehensive coverage of marketing concepts.  This new edition expands on the coverage offered in the third edition in several ways including:

  • The 4th edition contains over 20% new material.
  • The 4th edition updates or rewrites nearly 30% of material found in the previous edition.
  • The 4th edition provides a special focus on how the coronavirus pandemic impacted marketing decision making.
  • The 4th edition presents over 60% new or completely updated references and insightful comments.

As with the previous editions, the third edition IS NOT SIMPLY A REPRODUCTION OF CONTENT FOUND ON THE WEBSITE.  This book offers significantly broader coverage.