KnowThis: Marketing Basics, 4th edition was written with several audiences in mind including:
- The Marketing Novice – This book is ideal for anyone who is new to marketing, as it covers all essential marketing areas. By spending time with this book, the Marketing Novice will quickly gain the foundation needed to appreciate what marketers do and understand the full scope of marketing decision making. For some, reading this book may also offer insight into career options in the marketing field.
- The Marketing Professional – Experienced marketers will also find this book useful. Often, seasoned marketers tend to focus on just a few areas of marketing as part of their day-to-day activities. This book may serve as a good refresher for areas of marketing for which they have not recently spent much time.
- The Marketing Educator – Teachers of marketing now have an alternative to high-priced marketing textbooks. This book offers nearly all of the same coverage found in expensive textbooks at a fraction of the price.
Additionally, most of what is covered applies to all types of businesses including those whose objective is to make money (i.e., for-profit businesses) as well as those not driven by a profit-making motive (i.e., not-for-profit organizations).