This Principles of Marketing student textbook is a comprehensive and up-to-date resource that offers students an in-depth exploration of the core foundations of marketing. With over 40 hours of content, this student textbook goes beyond surface-level concepts, providing a thorough understanding of the principles that drive successful marketing strategies. This student textbook delves into various key areas of marketing, gaining valuable insights and practical knowledge. Students will learn more about topics such as ethics, buyer personas, value propositions, branding, KPIs, strategy, pricing, revenue modeling, market research, trends, and the Ps and Cs of marketing. It is designed for higher education students seeking a thorough understanding of marketing principles and their practical applications. With its extensive content and real-world examples, it prepares students to navigate the dynamic marketing landscape and develop effective strategies to meet the ever-changing demands of consumers and businesses.