Step into the world of business decision-making with Accounting and Finance for Business Decisions, written by a team of experienced academics with extensive industry experience. This introductory-level book is targeted at both undergraduate as well as postgraduate students of accounting, finance, and business. This book leverages the authors' collective knowledge and experience to provide a comprehensive guide on how to use financial information to make informed and effective business decisions.
This book provides the reader with a strong foundation in accounting by unravelling the complexities of the Income Statement, Statement of Financial Position, and Statement of Cash Flows. By applying the conceptual framework of accounting and essential accounting conventions, readers will be able to understand and interpret these financial statements.
This book also explores critical aspects of management accounting such as accounting for overheads, marginal costing, and budget setting. Readers will learn the necessary tools for making optimal decisions regarding business operations and forward-planning strategies.
The book also covers important topics in finance including capital investment, equity and debt financing, and working capital management. Readers will acquire a strong foundational knowledge on determining optimal capital structures, evaluating investment opportunities and balancing liquidity and profitability.
Accounting and Finance for Business Decisions provides a solid conceptual knowledge in accounting and finance, interspersed with real-world scenarios and practical exercises designed to encourage direct application of principles learned.
ISBN 978-967-2711-27-8 – Contents in 4-colour
This concise and approachable introduction to statistics for students pursuing undergraduate courses in business and social sciences. This book presents not only the fundamentals and concepts of the subjects in an easy-to-understand way but also step-by-step instruction on statistical techniques and formulas, which can be put into practice. The contents of this book are spread over fi¬ve chapters: (1) introduction to statistics, (2) descriptive statistics, (3) estimation, (4) hypothesis testing and (5) correlation and regression.
Key Features:
ISBN 978-967-2711-24-7 – Contents in 4-colour
SPSS Manual for Business and Social Sciences
ISBN 978-967-2711-25-4 – Contents in 4-colour
This up-to-date textbook is designed for use by professors and lecturers teaching undergraduate courses in management, MBA programs, Executive programs and related business fields. Principles of Management blends traditional concepts and models of management with some contemporary twists, including a chapter devoted to Islamic management. Students will also like the authors’ use of examples and illustrations from management practices by international as well as local companies.
The book features a wide range of student-friendly graphs, charts, tables and exhibits, as well as thorough lists of key terms and discussion questions following each chapter.
The book’s authors include faculty members from both public and private universities across Malaysia, many of whom have written extensively in business and related fields. The authors are currently teaching business management courses, they tailored the text for today’s students, taking into account their ethnic diversity as well as their academic and career interests.
Readers may wonder why the Malayan Tiger was chosen for the cover of Principles of Management. Well, it’s because this is an important symbol of Malaysian pride and commitment to its cultural heritage, and the Malayan Tiger represents the brave, dynamic approach to modern business management we want students to embrace.
ISBN 978-967-12649-7-3 (Hardback) – Contents in 4-colour
ISBN 978-967-12649-8-0 (Paperback) – Contents in 4-colour
Management: Challenges for Tomorrow’s Leaders by Pamela Lewis, Stephen Goodman, Joseph Michlitsch, and Patricia Fandt provides comprehensive coverage of traditional management theory, focusing on meeting the unique challenges inherent in the dynamic, global environment of business. The title tells the story! The world of business is experiencing changes at an unprecedented pace, becoming more global, more electronic, and more cost- and quality-focused all at once. All of these changes mean new challenges for managers. The applications orientation of this book provides students with an opportunity to apply the material and understand a wide variety of real-world situations. This textbook will help you form a realistic vision of business and the manager’s role in the new millennium. Real-world examples and Internet references keep this text at the forefront of the management field. It is a great foundation for managerial success in the 21st century.
ISBN 978-967-13440-1-9 (Hardcover) - 508 pages – Contents in 4-colour
ISBN 978-967-13440-2-6 (Paperback) – Contents in 4-colour
This up-to-date textbook is designed for use by professors and lecturers teaching undergraduate or postgraduate courses in business research method as a primary textbook. Additionally, it may be used as a supplementary textbook by instructors teaching a range of business courses, especially at the undergraduate level, in which research projects, theses or essays are required.
Lecturers and students alike will appreciate the book's user-friendly approach to research, which walks students through a given research project from start to finish. The authors explain what to include, what to avoid, and how to navigate the difficult path of any research project, however simple or complex. To this end, they provide easy-to-understand charts, graphs, tables, exhibits and illustrations throughout the book.
The book features chapters on how to begin a literature review, how to conduct qualitative and quantitative research, how to assemble a research design, how to determine sample sizes, and, finally, how to write reports. Its sixteen chapters blend together in such a way that researchers can find answers to almost any question involving business research methods. Finally, the key terms and questions included in each chapter help students develop a rich understanding of scholarly research and writing.
The book's authors include faculty members from both public and private universities across Malaysia, many of whom have extensive research and teaching experience. They are scholars who worked together to write a book with a single goal in mind: to design a business research methods book focused on contemporary issues and trends, for today's students.
ISBN 978-967-13440-3-3 (Hardback) – Contents in 4-colour
ISBN 978-967-13440-4-0 (Paperback) – Contents in 4-colour
Human resources challenges are numerous for the future and so are the possibilities. Leaders who study this textbook will be able to help themselves and others succeed in an environment where many will struggle.
This textbook emerged from the experiences of the authors as teachers, lecturers, professors, consultants and executive coaches over decades in a Malaysian context, in different institutions and organisations.
ISBN 978-967-13440-9-5 (Hardback) – Contents in 4-colour
ISBN 978-967-15997-0-9 (Paperback) – Contents in 4-colour
This textbook is designed according to the syllabus used by many local universities. The book is also prescribed by the Ministry of Higher Education for undergraduate students pursuing business courses. Malaysia has seen tremendous transformation across all segments of the economy in the past decades. Policymakers have also been focusing their efforts to strive for balanced, dynamic and competitive growth, and move the nation closer to achieving Vision 2020. The essence of this textbook is to bring forward some critical and vital issues involving economic development activities and the growth of the Malaysian economy, by employing the latest statistical data.
ISBN 978-967-12649-4-2 2015- (Hardcover) - 342 pages – Contents in 4-colour
ISBN 978-967-12649-3-5 2015- (Paperback) – Contents in 4-colour
This up-to-date textbook is designed for use by professors and lecturers teaching undergraduate or postgraduate courses in business research method as a primary textbook. Additionally, it may be used as a supplementary textbook by instructors teaching a range of business courses, especially at the undergraduate level, in which research projects, theses or essays are required.
Lecturers and students alike will appreciate the book’s user-friendly approach to research, which walks students through a given research project from start to nish. The authors explain what to include, what to avoid, and how to navigate the difficult path of any research project, however simple or complex. To this end, they provide easy-to-understand charts, graphs, tables, exhibits and illustrations throughout the book.
The book features chapters on how to begin a literature review, how to conduct qualitative and quantitative research, how to assemble a research design, how to determine sample sizes, and, finally, how to write reports. Its sixteen chapters blend together in such a way that researchers can find answers to almost any question involving business research methods. Finally, the key terms and questions included in each chapter help students develop a rich understanding of scholarly research and writing.
The book’s authors include faculty members from both public and private universities across Malaysia, many of whom have extensive research and teaching experience. They are scholars who worked together to write a book with a single goal in mind: to design a business research methods book focused on contemporary issues and trends for today’s students.
ISBN 978-967-15997-3-0 (2020) – Contents in 4-colour
This book is written in seventeen chapters, and is designed to provide students with a basic understanding of economics, including both microeconomics and macroeconomics. The book caters to first-level undergraduate students.
The first chapter offers readers an overall picture of economics, while the subsequent eight chapters cover various concepts, theories and issues in the study of microeconomics. The final eight chapters discuss concepts and principles central to macroeconomics.
ISBN 978-967-12649-9-7 (Hardback) – Contents in 4-colour
ISBN 978-967-13440-0-2 (Paperback) – Contents in 4-colour
The Art of War is an ancient Chinese military treatise dating from the Late Spring and Autumn Period (roughly 5th century BC). The work, which is attributed to the ancient Chinese military strategist Sun Zi ("Master Sun"), is composed of 13 chapters. Each one is devoted to a different set of skills (or "art") related to warfare and how it applies to military strategy and tactics. For almost 1,500 years it was the lead text in an anthology that was formalized as the Seven Military Classics by Emperor Shenzong of Song in 1080. The Art of War remains the most influential strategy text in East Asian warfare and has influenced both Far Eastern and Western military thinking, business tactics, legal strategy, lifestyles and beyond. The focus of this book is to relate the applicability of art of war to modern business strategies and practices as well as to integrate the art of war to the concept of life long learning in today’s business world.
ISBN 978-967-2711-08-7 – Contents in 4-colour
The professors and lecturers who authored these chapters committed themselves to producing a relevant, easy-to-read, up-to-date textbook on economics—and that’s exactly what they did. The book is suitable for students' first course in economics, whether in undergraduate or master’s programmes.
The thirty-four chapters, covering subjects in microeconomics and macroeconomics, include practical instruction in the fascinating discipline of economics.
The book features case studies and review questions, designed to stimulate students’ critical thinking and problem-solving. The case studies chronicle real-life situations and predicaments faced by companies, entrepreneurs, and economists.
The authors include faculty members from public and private universities across Malaysia, all of whom have extensive teaching and research experience. Their goal was to write a textbook which is exciting and beneficial. Students will judge whether they succeeded.
ISBN 978-967-13440-7-1 (Hardback) – Contents in 4-colour
ISBN 978-967-13440-8-8 (Paperback) – Contents in 4-colour
This up-to-date textbook is designed for use by professors and lecturers teaching undergraduate courses in management, MBA programs, Executive programs and related business fields. Principles of Management blends traditional concepts and models of management with some contemporary twists, including a chapter devoted to Islamic management. Students will also like the authors’ use of examples and illustrations from management practices by international as well as local companies. In this second edition of Principles the authors provide even more student-friendly graphs, charts, tables and exhibits, as well as helpful lists of key terms and discussion questions following each chapter.
The book’s authors include faculty members from both public and private universities across Malaysia, many of whom have written extensively in business and related fields. They teach business management courses, and tailor the text for today’s students, taking into consideration their ethnic diversity as well as their academic and career interests.
ISBN 978-967-2711-06-3 – Contents in 4-colour
This edition of macroeconomics is for use in subjects at higher institutions in Malaysia. In line with changes to the economics syllabus, whereby microeconomics and macroeconomics are currently taught as separate subjects, we divide that ground into two different books, with complementary perspectives on the overall subject of the economy. The book on Macroeconomics looks at the economy as a whole and focuses on broad issues such as growth of production, the number of unemployed people, the inflationary increase in prices, government deficits, and levels of exports and imports.
ISBN 978-967-2711-04-9 – Contents in 4-colour
Business Mathematics is specially written for first and second year students at Universiti Teknologi MARA who are pursuing diploma courses in business studies, banking, investment analysis, public administration, tourism management, culinary arts, office management and business administration.
This book is also suitable for students following the off-campus courses and distance learning programs. Students from other institutes of higher learning who are pursuing professional courses such as finance, business administration, commerce and accountancy may also find this book relevant and useful.
ISBN 978-967-18594-6-9 – Contents in 4-colour
Key Features:
1. Covers a wide range of the current topics in Human Resource Management and those topics that are relevant to Malaysia's environment.
2. Topics are explained in a concise, precise and easy to comprehend manner and the topics discussed are compatible with the curriculum of the Malaysian polytechnic and universities.
3. Topics are presented in colourful tables, maps and diagrams for a better understanding.
4. Includes summary of topics, multiple questionnaires, answers, exercise and case studies at the end of every chapter.
The overall structure of Human Resource Management New Edition has been updated with a number of changes and improvements vital for business organisations in managing people and the workplace culture and environment. This book is useful for those who aspire to have a career as a human resource officer; and also essential reading for students who need a preparatory knowledge and understanding in human resource management. The 13 chapters have been revised to reflect the changes in the syllabus. It covers the range of human resource functions including Introduction to Human Resource Management, Job Analysis, Human Resource Planning, Recruitment and Selection, Orientation, Training and Development, Performance Evaluation, Compensation Management, Industrial Relations, Leadership, Employment and Labour Laws and Regulations, Occupational Safety and Health, Employee Rights and Disciplinary Action and finally Human Resource Management From Islamic Perspective.
This book highlights the importance of the Human Resource Management From Islamic Perspective which focuses on ethical values, trust and voluntary motivation; and explains that organisation employees should not be viewed as mere resources or servants as the modern practices do, but should be placed as valuable and strong assets that contribute towards achievement of the organisational goals.
ISBN 978-967-2711-10-0 – Contents in 4-colour
Business Mathematics for UiTM is specially written for first and second year students at Universiti Teknologi MARA who are pursuing diploma courses in business studies, banking, investment analysis, public administration, tourism management, culinary arts, office management and business administration.
This book is also suitable for students following the off-campus courses and distance learning programs. Students from other institutes of higher learning who are pursuing professional courses such as finance, business administration, commerce and accountancy may also find this book relevant and useful.
ISBN 978-967-18594-4-5 – Contents in 4-colour
Buku Mikroekonomi ini telah ditulis dan disusun secara khusus bagi membantu para pelajar Tingkatan 6, Asasi, Diploma, IPT dan IPTS agar dapat mengenali dan memahami konsep asas Mikroekonomi. Mikroekonomi menumpukan kajian dalam tingkah laku setiap unit yang terdapat dalam ekonomi iaitu pengguna, pekerja, pengeluar, kerajaan atau mana-mana individu yang memainkan peranan dalam operasi ekonomi masyarakat. Mikroekonomi juga mengkaji bagaimana pengguna dan pengeluar membuat keputusan secara individu serta menganalisis interaksi antara keputusan individu yang banyak memberi kesan kepada pasaran dan keseluruhan ekonomi.
Buku ini merangkumi konsep asas Mikroekonomi berserta contoh semasa yang dibangunkan hasil daripada dapatan penyelidikan oleh pengarang. Buku ini juga menerangkan pendekatan yang seimbang terhadap teori dan aplikasi ekonomi. Terdapat 12 bab yang disusun dalam buku ini iaitu pengenalan, permintaan dan penawaran, penggunaan model permintaan dan penawaran, pilihan pengguna, penggunaan teori pengguna, firma dan pengeluaran, kos, pasaran persaingan sempurna, aplikasi model persaingan, monopoli, oligopoli dan monopolistik serta amalan perletakan harga.
Seramai 13 orang pensyarah daripada Fakulti Ekonomi dan Pengurusan telah terlibat dalam penghasilan buku Mikroekonomi ini. Kesemua pensyarah ini terdiri daripada pensyarah yang berpengalaman dan berketrampilan dalam bidang ekonomi.
ISBN 978-967-2711-02-5 – Contents in 4-colour
This is an introductory business management textbook for undergraduate, diploma and foundation level students. It is also a good read for those who are keen to create startups. A colorful and attractive publication in itself, Business Management 5e has been carefully framed to provide the fundamental knowledge needed for managing sustainable businesses in competitive and challenging global environments. Encapsulating 11 chapters, it includes latest developments, statistics and local examples to enhance students’ grasp of business management knowledge within a Malaysian context, while keeping abreast with technological change and geopolitical developments that are affecting global trade, following the Covid-19 pandemic in 2020.
Each chapter concludes with a summary and glossary, new and revised questions for discussion, case studies and an updated list of references and suggested reading. The format of this new edition aligns with and supports the requirements of higher learning institutions to implement Outcome Based Education (OBE) as part of the Malaysian Education System.
This textbook is supported with resources for lecturers and students to benefit from www.sjlearning.com.my:
Student resources: Online Tests and Additional Case Studies
Lecturer resources: Teaching PowerPoint slides, Solutions Manual, Answers to Case Studies and Assignments
New to This Edition:
ISBN 978-967-2711-22-3 – Contents in 4-colour
This book is written in eighteen chapters, and is designed to provide students with a basic understanding of economics, including both microeconomics and macroeconomics. The book caters to first-level undergraduate students.
The first chapter offers readers an overall picture of economics, while the subsequent eight chapters cover various concepts. Theories and issues in the study of microeconomics. The next eight chapters discuss concepts and principles central to macroeconomics. The final chapter discusses the Islamic economics.
ISBN 978-967-2711-18-6 – Contents in 4-colour
Consumer Behaviour Second Edition is specially written for Marketing students in the Degree, Diploma and Technical and Vocational Education and Training (TVET) courses. Spanning 12 chapters, this book presents the fundamental concepts of consumer behaviour in an easy-to-understand and accessible manner. Each chapter is also accompanied by comprehensive discussions on how the concepts are applied in real-world situations. In addition, the text is enriched with examples from Malaysian scenarios to improve the understanding of how consumer behaviour is applied in local settings.
Key Features
• Complies with the consumer behaviour syllabi of local institutions of higher learning
• Presents the content using easy-to-understand language, with a strong emphasis on the application of key concepts
• Provides current examples from Malaysia and other countries for enhanced learning
• Reinforces students’ grasp of the topics taught through discussion questions at the end of each chapter
ISBN 978-967-2711-16-2 – Contents in 4-colour
Statistics 5th Edition is especially written for first and second year students who are pursuing professional courses in business studies, business insurance, banking, marketing, public administration, accountancy, hotel management and tourism, applied sciences, computer science, quantitative methods, statistics, actuarial science and engineering at Universiti Teknologi MARA as well as other institutes of higher learning. This new edition includes updated notes and examples, as well as new review questions.
ISBN 978-967-18594-8-3 – Contents in 4-colour
This fundamental financial accounting book is prepared for the benefit of students undertaking Accounting or Business related courses at the tertiary level. The principles and concepts of financial accounting are presented in an orderly manner with a good mix of illustrations and comprehensive examples to encourage meaningful learning experience. In addition, students are able to reinforce what they have learnt through review questions and application exercises at the end of each chapter.
Key features
New to This Edition
ISBN 978-967-15997-5-4 (2021) – Contents in 4-colour
Psikologi merupakan satu bidang yang sedang berkembang pesat dan diminati oleh pelbagai lapisan masyarakat, adalah kajian mengenai proses mental dan tingkah laku organisma. Buku Pengantar Psikologi yang mengandungi 17 Bab ini memperihalkan tentang asas psikologi untuk para pelajar. Buku ini mendedahkan kepada para pembaca bidang-bidang dalam psikologi serta aspek-aspek lain yang dikaji dalam ilmu ini. Topik-topik seperti personaliti, pembelajaran, ingatan, pemikiran dan bahasa, kesedaran, tingkah laku sosial, konflik dan tekanan, psikologi kesihatan serta psikologi abnormal patut diberi tumpuan oleh mereka yang ingin memahami tentang diri sendiri dan juga orang lain. Selaku insan yang sentiasa berinteraksi dengan individu lain, sama ada di rumah atau di tempat kerja, buku ini boleh dimanfaatkan dan amat sesuai dimiliki. Buku ini juga amat sesuai bagi para penuntut dari pelbagai disiplin yang ingin mempelajari serba sedikit tentang ilmu psikologi.
ISBN 978-967-12649-6-6- 2015 - (Kulit Tebal) - 303 muka surat – Contents in 4-colour
ISBN 978-967-12649-5-9- 2015 - (Kulit Nipis) – Contents in 4-colour
This book contains eight chapters and is intended to provide current, relevant, and clear information about Malaysian economics. This book is for students of all levels who wish to learn about Malaysian economics. Chapters one through seven discuss Malaysia's historical and contemporary economic circumstances, while Chapter eight discusses MADANI, a new Malaysian way of life. The questions at the end of each chapter were designed to enhance students' critical thinking and problem-solving abilities. The writers of this book are from public and private universities in Malaysia, and they are exceptional in teaching and research. Their goal is to give students with an engaging and informative book.
ISBN 978-967-2711-20-9 – Contents in 4-colour
Psikologi merupakan satu bidang yang sedang berkembang pesat dan diminati oleh pelbagai lapisan masyarakat. Ia adalah satu kajian mengenai proses mental dan tingkah laku organisma. Buku Psikologi yang mengandungi 14 Bab ini memperihalkan tentang asas psikologi untuk para pelajar. Buku ini mendedahkan kepada para pembaca bidang-bidang dalam psikologi serta aspek-aspek lain yang dikaji dalam ilmu ini. Topik-topik seperti psikologi, pembelajaran, ingatan, pemikiran, kecerdasan dan bahasa, motivasi dan emosi, personaliti, psikologi sosial, tekanan dan pengurusan tekanan serta kecelaruan psikologi dan rawatan patut diberi tumpuan oleh mereka yang ingin memahami tentang diri sendiri dan juga orang lain.
Selaku insan yang sentiasa berinteraksi dengan individu lain, sama ada di rumah atau di tempat kerja, buku ini boleh dimanfaatkan dan amat sesuai dimiliki. Buku ini juga amat sesuai bagi para penuntut dari pelbagai disiplin yang ingin mempelajari serba sedikit tentang ilmu psikologi.
ISBN 978-967-2711-14-8 (Kulit tebal) – Contents in 4-colour
This book is written by eleven authors who have significant commercial experiences in diverse industries who are currently teaching accounting, auditing, and taxation disciplines in private universities. With first-year accounting and diploma students in mind, the content of this book is written based on generally accepted accounting practices, and where applicable, the Malaysian Financial Reporting Standards (MFRS). In addition to the general understanding of the purpose of financial reporting and the conceptual framework used in modern accounting, this book provides a comprehensive discussion of the processes involved in contemporary accounting functions as well as the use of accounting information for financial and business decision-making.
Although this book was written for accounting students, it is also a good reference book for students pursuing a business degree or diploma and are required to study introductory accounting. This book provides step-by-step calculations, supplemented with explanations, that are ideal for all accounting and non-accounting students seeking basic accounting knowledge.
ISBN 978-967-2711-12-4 – Contents in 4-colour
Statistics for UiTM is especially written for first and second year students who are pursuing professional courses in business studies, business insurance, banking, marketing, public administration, accountancy, hotel management and tourism, applied sciences, computer science, quantitative methods, statistics, actuarial science and engineering at Universiti Teknologi MARA as well as other institutes of higher learning. This new edition includes updated notes and examples, as well as new review questions.
ISBN 978-967-18594-9-0 – Contents in 4-colour
This book, Quantitative Techniques is written in nine chapters for the purpose to give basic understandings about quantitative techniques.
The first six chapters are constructed to discuss about the mathematics aspects of quantitative techniques such as Mathematical Techniques, Differentiation and Integration, Linear Programming, Matrix, Financial Mathematics and Index Number. The remaining three chapters discuss on statistical aspects such as Descriptive Statistics, Probability and Discrete Probability Distribution.
ISBN 978-967-18594-1-4 (2022) – Contents in 4-colour
This eleventh edition of Management is an adaptation from Management: 11e Meeting and Exceeding Customer Expectations is a comprehensive survey of the functions of management as they are currently being applied in the United States and around the world. The content and features are structured to reinforce three continuing themes that are woven into the chapters’ narratives: (1) the never-ending effort by managers and organizations to meet or exceed customers’ needs, (2) the need organizations and their people have to be guided by effective leadership, and (3) the growing use of technology, including social media.
The authors have made every effort to keep this text objective, timely, and interesting to both the student and the instructor. All case problems, examples, and features portray actual companies and managers in action. Companies have been selected to provide balance between large and small organizations representing service, manufacturing, and retailing industries. Successes as well as failures are included to lend perspective and aid in understanding.
ISBN 978-967-15997-1-6 (Hardcover) – Contents in 4-colour
The professors and lecturers who authored these chapters committed themselves to producing a relevant, easy-to-read, up-to-date textbook—and that’s exactly what they did. This book is suitable as a primary text for undergraduate and graduate courses in organizational behavior. It may also be used as a supplementary text in a range of business courses, especially at the undergraduate level. The fourteen chapters include practical instruction on the many facets of organizations, including organizational culture, motivating employees, workplace conflicts, teamwork and leadership. The authors describe, in detail, how to achieve and maintain a happy, productive team of workers. The chapters include case studies and review questions, all of which are designed to stimulate thinking and problem-solving by readers. Students will appreciate the blend of actual and ctional cases included herein, as they explore the wide range of situations and predicaments challenging modern organizations. The authors include faculty members from public and private universities across Malaysia, most of whom have extensive research and teaching experience. Their goal was to write a textbook which explains how organizations operate, and how they can improve. Students will judge whether they succeeded.
ISBN 978-967-13440-5-7 (Hardcover) – Contents in 4-colour
ISBN 978-967-13440-6-4 (Paperback) – Contents in 4-colour
Psikologi Kejururawatan sesuai untuk kursus psikologi untuk diploma kejururawatan dan bachelor kejururawatan.
ISBN 978-967-12649-0-4 2014 - 387 muka surat – Contents in 4-colour
Capon’s Marketing Principles: Asia Edition is about understanding how to develop market strategy, implement market offers, and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Capon’s Marketing Principles: Asia Edition differs from other undergraduate and graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice.