ESSENTIALS OF MARKETING

Frances Brassington and Stephen Pettitt

At last! A concise version of the best-selling Principles of Marketing by Brassington and Pettitt. Combining the best of theory and practice, Essentials of Marketing is the only choice for those who want a fresh and topical introduction to the discipline in a brief format. This text is especially designed to accommodate shorter modules and accelerated courses, providing the fundamental concepts and applications of marketing.

Essentials of Marketing has all the clarity and academic rigour you expect from Frances Brassington and Stephen Pettitt and retains the classic features of the larger version.

Features

·        Strong pedagogy including chapter objectives and summary.

·        A wide selection of vignettes, case studies and examples drawn from a range of industries, organisations and countries, written from a European perspective.

·        End-of-chapter questions to reinforce knowledge.

·        Discussion questions encouraging debate and further research.

·        A robust Companion Website at www.booksites.net/brassington with revision material and both learning and teaching aids for students and lecturers.

"Essentials of Marketing is a practical text for undergraduates, postgraduates and practitioners. The text is well positioned for students to cover all the key marketing topics in a concise format. Students will find this text attractive to use with excellent case studies and exercises." Cathy Leng, Senior Lecturer: Business Studies, School of Social Sciences, Bath Spa University College.

"Essentials of Marketing retains all the great qualities of Principles of Marketing - accessible and well-written, comprehensive coverage of the key issues and up-to-date and appealing examples and cases - but in a more portable, condensed format which will be welcomed by undergraduates and students on short marketing courses alike." Dr. Lucy Woodliffe, School of Marketing, Bristol Business School, University of the West of England.

"This cut-down version loses little of its value whilst offering a portable and quick introduction to the most important areas of marketing." Cathy Bakewell, Senior Lecturer, The Marketing Group, Manchester Metropolitan University Business School.

"The daring duo have done it again! This is THE text by which all others are benchmarked. Brassington and Pettitt's Essentials of Marketing introduces the core concepts of marketing in a concise and digestible format for short course provision. It's the instant coffee for real coffee lovers. The appeal of this text is the use of stimulating and up-to-date examples and illustrations - these really help students of marketing to gain insight to context and application." Jonathan H Deacon, Head of Marketing and Entrepreneurship Subject Group, School of Business and Management, University of Wales College.

Dr. Frances Brassington is a Senior Lecturer in Retail Management and Marketing at Oxford Brookes University.

Dr. Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.