<p>This NSCC open textbook is adapted from the Lumen Learning openly licenced course Principles of Marketing. The textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing.</p> Part II of NSCC's Introduction to Marketing. Part 1:&lt;a href="https://pressbooks.nscc.ca/nsccprinciplesofmarketing2e/"&gt; Introduction to Marketing I 2e (MKTG 1010).&lt;/a&gt; Designed to teach students the foundational principles of marketing in the digital age, this open textbook uses current case studies and engaging, real-world scenarios to help students recognize and analyze marketing in business as well as in everyday life. Curated OER readings, videos, simulations and other learning activities introduce students to the principles of marketing. Send an email to request access. Supplementary Teaching Resources Available.