Essentials of Marketing 5e provides a vibrant and accessible introduction to Marketing providing concise and accessible coverage of:

·        traditional marketing techniques and theories,

·        the practical and tactical decision-making processes involved in marketing,

·        up-to-date topics such as corporate social responsibility, social media and ethics.

The book takes a practical approach, with plentiful examples and up-to-date case studies, complimented by a full range of online resources including video cases for every chapter and new author podcasts making this book perfect for undergraduates taking a one semester introductory marketing course.