This concise, essentials version of the Lamb Marketing text provides comprehensive, up-to-date topical coverage to instructors who seek a shorter text. Like the parent text, Lamb's Essentials features in-depth coverage of marketing "hot topics", an On-line chapter on Internet Marketing, a full set of ancillaries, and the slick design and lively writing style which have made Lamb one of the top-selling principles of marketing texts. This text also includes an all-new chapter on Competitive Intelligence. Its streamlined content and shorter length make it ideal for use at quarter schools or for instructors who wish to incorporate outside projects.