Essentials Of Marketing

Help your students grasp the principles of marketing with this concise text. Essentials of Marketing, 3rd edition, combines theory and practice to equip your students with the information they need to gain a practical understanding of modern marketing. Written in a concise, lively style, the text is ideal for short introductory courses in marketing.

The eagerly awaited third edition of Brassington and Pettitt’s innovative and creative Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course.

Like Principles of Marketing, our essentials text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response.

Distinctive features

Written in a lively style with great design, Essentials of Marketing features the following:

· New and exciting examples from a range of industries, organisations and countries.

· New topics essential to modern marketing such as non-profit marketing and e-marketing give a well-rounded and integrated understanding of the subject.

· End-of-chapter questions reinforce understanding.

· Thought-provoking and sometimes provocative real-world case studies designed for discussion are drawn from a range of well-known small, medium and large-sized companies.

Dr Frances Brassington, Principal Lecturer, Oxford Brookes University.

Dr Stephen Pettitt, former Deputy Vice Chancellor, University of Bedfordshire, and marketing consultant.

This book is also available with MyMarketingLab. Enhance your learning through specially developed online resources, designed to give you an extra edge in your coursework. MyMarketingLab has been developed to help you make the most of your studies in marketing and get a better grade:

• Learn marketing your way with self-assessment questions that will identify your strengths, with feedback and a recommended study plan to help you focus on where to improve.
• Put a spotlight on marketing in the real world with unique mini-simulations. Challenge yourself to make marketing decisions and see the impact of the decisions you’ve chosen.
• Revise for your exams using additional resources: hear podcasts and read bulletins, access an eBook version of your textbook and engage with interactive activities, before tracking your own progress within the online gradebook.

Register now at www.pearsoned.co.uk/mymarketinglab

Learn the theory and practice of modern marketing with this concise and dependable text.

Essentials of Marketing, 3rd edition,by Frances Brassington and Stephen Pettitt, combines theory and practice to equip you with all the information to gain a solid foundation in marketing. The book covers a range of applications in a concise and lively style designed to contain all the information you need to understand on the subject.

The text explores modern industries and markets and how marketers today must respond to situations that demand innovative solutions. Like Brassington's 'Principles of Marketing', this 'essentials' text provides guidance to those looking for a no-nonsense book packed with the crucial knowledge you need to master.

This 3rd edition has been revised with updated content to support you on your learning journey. Benefit from features such as:

• New and exciting examples.
• New Topics essential to modern marketing.
• Real-world case studies.
• End-of chapter-questions.

With its range of learning features and concise style, this text is excellent for short introductory courses in marketing.

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