Ideally suited to the needs of short or one-semester marketing modules for students from all disciplines, the text begins by introducing fundamental concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning. Offering a clear presentation of marketing mix decisions, the text then concludes with strategy and implementation topics.

Marketing spotlights, marketing-in action and e-marketing boxes offer students the opportunity to consistently apply and evaluate the theories in the book. Up-to-date and interesting cases from a variety of real companies conclude each chapter, providing the framework in which to integrate and analyse key concepts in a real-world context.

The clear and straightforward style presents a sound grounding in the principle concepts of marketing, paring down the subject to the foundation topics, whilst maintaining the rigour and authoritative insight of David Jobber’s highly successful text Principles and Practices of Marketing.