Principles of Marketing

Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. A comprehensive textbook that covers all the fundamental concepts and theories of marketing. The content coverage is presented in a clear and concise manner, making it easy for readers to understand and apply the concepts. The book is aimed at students of marketing, as well as professionals who want to refresh their knowledge and skills. It includes real-world cases and examples, which help readers to see the practical applications of marketing concepts.

Dr. John Ericson A. Policarpio is currently the Program Chairperson of Tourism and Hospitality Management (THM) Department of PATTS College of Aeronautics. He is an Associate Professor, Academic Researcher, Book Author, a PACUCOA Accreditor, and a Hotelier. He is a graduate of Bachelor of Science in Tourism Major in Airline Operations in the same institution where he topped his class as the batch Cum Laude and Academic Excellence Awardee. He obtained his Master's Degree in Business Administration Top Executive Program at the Pamantasan ng Lungsod ng Maynila (PLM). He recently finished his Doctor of Business Administration (DBA) degree at Olivarez College. He is an Internationally-Certified Event Educator, Event Manager, and Event Planner by the Asia Pacific Institute for Events Management (APIEM) in Leeds, United Kingdom. He is also a Certified Tourism Professional (CTP) recipient by the Institute of Tourism and Hospitality Professionals in London, United Kingdom. He is also a Distinguished Program Specialist for the Certification in Hospitality and Tourism Technology Service Professionals. A Hotelier by profession, Dr. Policarpio held numerous positions in the Accommodation Sector, particularly in the Sales & Marketing Department. He started as a Reservations Associate all the way to become the Head of Sales & Marketing Department for Five years.Dr. Policarpio was a former Tourism Professor at Lyceum of the Philippines University-Manila (LPU-Manila), Canadian Tourism and Hospitality Institute (CTHI), St. Scholastica's College Manila (SSCM), and Pamantasan ng Lungsod ng Maynila (PLM). He is a former member of the Board of Trustees and the Chair of the Membership Committee of the Union of Filipino Tourism Educators (UFTE), Former National Adviser of the Union of Filipino Tourism Students (UFTS), appointed as South Manila Membership Ambassador of Philippine Association of Researchers for Tourism & Hospitality, Inc. (PARTH), and Senior Fellow of PATTS at the Asia Pacific Institute for Events Management (APIEM). Dr. Policarpio has judged tourism skills competitions and critiqued numerous research papers, business plan proposals, and tourism development plans from different universities and colleges in the Philippines. His research works focus on special topics in Events Management, Tourism Development, Special Topics in Tourism, and Tourism Marketing studies. Most of his works were presented and published in international conferences and research journals.