Finally a marketing textbook has arrived that students around the globe have been waiting for! This text is designed to maximize learning and minimize wasted effort. All the annoying and confusing pictures common in ordinary textbooks are gone, leaving readers with a distilled and concentrated picture of marketing and a satisfying reading experience. And no ripoff pricing is tolerated. This book takes the high road, asking readers to take a sympathetic view of consumers and question orthodox perspectives. Practical realities are considered and the darker practices of marketing are criticized. Fair exchange and better relationships are required goals. What if business was run to satisfy customers without destroying the planet? Would not that be amazing? After years of development and testing, this guide prepares students to simply do marketing better.