Fundamentals of Marketing

Dr. Jim Barnes

Dr. Jim Barnes knows just how to reach his target market. The marketing textbook he co-authored with Dr. Montrose Sommers has sold nearly 300,000 copies across the country. No wonder the cover features red hot peppers.

First published in 1972, Fundamentals of Marketing has been a staple in postsecondary marketing education at institutions across the country. Now in its ninth edition, the book is the best-selling, longest-running marketing text in the country.

The book is an introduction to marketing with examples and case studies aimed at students aged 18-24. Canadian content, along with current Internet and retailing examples, helps students relate to the text and understand its application.

Fundamentals of Marketing includes several features to help students and professors maximize their understanding of marketing. The course material encourages interaction and participation. For the student the text features: learning objectives; online quizzing; Web links; searchable glossary; a careers appendix; CBC video case assignments; interactive flash exercises; and a downloadable Marketing Math Tutorial.

The authors have prepared a complete listing of resources to assist instructors in delivering the course material. Fundamentals of Marketing offers the instructor downloadable supplements; online updates; an instructor’s bulletin board; links to marketing news; and access to Page Out, a software that helps professors create a customized course Web site.

Dr. Barnes is a professor of marketing at MUN and has been a member of faculty since 1968. He also serves as a consultant to many national and international companies and delivers seminars and lectures on marketing subjects in many countries. In 1999, Dr. Barnes was elected a Fellow of the Professional Marketing Research Society of Canada.

Dr. Sommers is adjunct professor in the School of Business Management of Ryerson Polytechnic University. He has been a consultant to private and public sector organizations involved in petroleum marketing, financial services, telecommunications, various retailing specializations, marketing research and advertising.

Fundamentals of Marketing was published by McGraw-Hill Ryerson Limited.