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.