We spent 26 hours on research, videography, and editing, to review the top choices for this wiki. One of the hardest parts of running a successful business is getting the word out to customers. Advertising is a game with rules that are constantly changing, but these marketing textbooks will help set you up with a firm foundation and give you a head start on the competition. Regardless of whether you’re a student or a professional, you’ll find a wealth of information in these pages. When users buy our independently chosen editorial picks, we may earn commissions to support our work.

10. Marketing 2016

As the title implies, Marketing 2016 is one of the most up-to-date options available, with examples that millennials will recognize from their own lifetimes. It deals with ethics in the industry as well, making it a fantastic guide for the socially-conscious pupil.


  • Learning objectives clearly laid out
  • Writing is clear and engaging
  • Pages don’t come bound















Brand imusti
Model pending
Weight 2.7 pounds
Rating 4.0 / 5.0

9. Kerin-Hartley-Rudelius Marketing

Kerin-Hartley-Rudelius Marketing is a good place to start if you’re just getting introduced to the world of promotion, as it gives a broad look at some of the foundations of the discipline. However, more experienced readers might find it full of basic information.


  • Easy to read style
  • Lots of useful charts and diagrams
  • Text can get repetitive at times















Brand McGraw-Hill
Model pending
Weight 3.6 pounds
Rating 3.8 / 5.0

8. Principles of Marketing

Principles of Marketing is filled with anecdotes about modern companies and how they engage customers and prospects, so the reader will get a real-world sense of the subjects discussed. The topics are relevant enough to be valuable for entrepreneurs, not just students.


  • Relatable examples and explanations
  • Useful and varied case studies
  • Many grammatical errors















Brand Principles of Marketing
Model pending
Weight 2.9 pounds
Rating 3.8 / 5.0

7. Basic Marketing

Don’t let the title fool you. Basic Marketing gives an in-depth look into the discipline, so that you’ll come away with a solid grasp of the terms and strategies experts use. The pictures serve to further the instruction, rather than just serving as decoration.


  • Excellent for quick reference
  • Strong focus on the virtual world
  • Topics jump around occasionally















Brand Basic Marketing
Model pending
Weight 3.7 pounds
Rating 3.5 / 5.0

6. Consumer Behavior: Building Marketing Strategy

Consumer Behavior: Building Marketing Strategy places a heavy emphasis on how technology is changing the business, with plenty of focus on digital strategies and social media influence, as well as how they’re beginning to alter consumer behavior from traditional models.


  • Uses clear and accessible language
  • Very logical look at the subject
  • Doesn’t have a glossary















Brand Consumer Behavior: Buil
Model pending
Weight 3.2 pounds
Rating 4.0 / 5.0

5. Real People, Real Choices

Real People, Real Choices takes you into the minds of decision-makers at major firms, so you can see the issues and concerns that affect actual professionals. While it’s not light on theory, it’s a great way to get into the nitty-gritty of the subject.


  • Covers modern metrics
  • Examples are wide-ranging
  • Cites historical case studies















Brand Real People, Real Choic
Model pending
Weight 12.6 ounces
Rating 4.3 / 5.0

4. Grewal-Levy Marketing

If you’re interested in how modern trends like social media are changing the advertising game, then Grewal-Levy Marketing is the textbook for you. Not only will it give you a solid background into traditional practices, it will also prepare you for innovations yet to come.


  • Filled with real-life ad examples
  • Relevant key vocabulary highlighted
  • Provides role-playing scenarios















Brand McGraw-Hill
Model pending
Weight 3.5 pounds
Rating 4.6 / 5.0

3. Marketing: An Introduction

Marketing: An Introduction can be so engrossing, you’ll forget you’re supposed to be learning. That’s largely due to the conversational tone the authors employ, which keeps the chapters moving quickly and prevents this book from being bogged down by jargon.


  • Informative flow charts
  • Soft cover makes it lightweight
  • Covers digital marketing















Brand Prentice Hall
Model pending
Weight 3 pounds
Rating 4.6 / 5.0

2. Essentials of Marketing

Essentials of Marketing takes an in-depth look at the strategy behind planning a campaign, as the authors devised an innovative approach that’s shared in these pages. This book is excellent at integrating all of the topics, rather than treating them as separate entities.


  • Presented in visually appealing ways
  • Chapters start with relevant stories
  • Focuses on analytical skills















Brand Essentials of Marketing
Model pending
Weight 3.2 pounds
Rating 4.7 / 5.0

1. Marketing Strategy: Based on First Principles and Data Analytics

Marketing Strategy: Based on First Principles and Data Analytics is designed to integrate with market simulation software, so you can see how the concepts apply in real time. This also makes it an ideal guide for the data-driven student.


  • Shows how to make best use of tools
  • Balances action with theory
  • Uses analytics to model behavior















Brand Marketing Strategy: Bas
Model pending
Weight 1.5 pounds
Rating 4.7 / 5.0