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"Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework. New coverage in every chapter of this edition shows how companies and consumers are dealing with marketing and today's uncertain economy. Starting with a major new section in Chapter 1 and continuing with new sections, discussions, and examples integrated throughout the text, this edition shows how marketers must focus on creating customer value and sharpen their value propositions to serve the needs of today's more frugal consumers."

"In Risk and portfolio analysis the authors present sound principles and useful methods for making investment and risk management decisions in the presence of hedgeable and non-hedgeable risks using the simplest possible principles, methods, and models that still capture the essential features of the real-world problems. They use rigorous, yet elementary mathematics, avoiding technically advanced approaches which have no clear methodological purpose and are practically irrelevant. The material progresses systematically and topics such as the pricing and hedging of derivative contracts, investment and hedging principles from portfolio theory, and risk measurement and multivariate models from risk management are covered appropriately. The theory is combined with numerous real-world examples that illustrate how the principles, methods, and models can be combined to approach concrete problems and to draw useful conclusions. Exercises are included at the end of the chapters to help reinforce the text and provide insight. "