Essentials of marketingUpplaga 2

Essentials of Marketing is the quintessential guide to current marketing thinking. The core concepts of marketing are imaginatively conveyed and reinforced with topical vignettes and cases. An essential read for all marketing students. Noel Dennis, Senior Lecturer in Marketing, Teesside Business School, University of Teesside The second edition of Essentials of Marketing is clearly written, with lots of appropriate examples and illustrations, so the reader can see how the key marketing principles are applied in real life. Marianne Hough, Westminster Business School, University of Westminster By stripping back the subject to its building blocks, Brassington and Pettitt uncover the DNA of marketing. Essentials of Marketing is the indispensable introduction to the subject for all students taking a short or one-semester marketing module – whatever their background. The second edition retains the lively writing style and authority of the authors’ Principles of Marketing, and highlights the links between theory and practice by using fresh and topical case studies drawn from real life, whilst focusing on the most important concepts and theories of marketing. Essentials of Marketing also boasts an unrivalled selection of online learning resources at www.pearsoned.co.uk/brassington, which includes multiple choice questions that test your learning and help monitor your progress, video interviews with top marketing managers, answering your questions on how they use the theories of marketing every day in their professional lives, a full online glossary explaining the key terms of the subject, and weblinks for every chapter that help your ideas evolve! Dr Frances Brassington is Senior Lecturer in Retail Management and Marketing at Oxford Brookes University. Dr Stephen Pettitt is Deputy Vice-Chancellor of the University of Bedfordshire.