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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Essentials of Marketing
Description
Table of Contents
Chapter 1: Marketing Dynamics
Chapter 2: The European marketing environment
Chapter 3: Buyer behaviour
Chapter 4: Segmenting markets
Chapter 5: Marketing information and research
Chapter 6: Product
Chapter 7: Price
Chapter 8: Place
Chapter 9: Promotion: integrated marketing communication
Chapter 10: Promotion: Advertising and sales promotion
Chapter 11: Promotion: direct and digital marketing
Chapter 12: Promotion: personal selling, PR and sponsorship
Chapter 13: Marketing strategy and planning
Chapter 14: Services and non-profit marketing
Author Description
Dr Frances Brassington is Principal Lecturer in Marketing at Oxford Brookes University Faculty of Business. She has taught marketing at all levels and on a wide range of undergraduate marketing modules and programmes and has supervised a number of PhD students. Her own research interests include retail marketing, international marketing, and the use of project-based learning in marketing education.
Dr Stephen Pettitt, was previously Deputy Vice Chancellor and Dean of Luton Business School. He is currently undertaking consultancy projects in marketing and higher education. He has published over 30 papers and articles along with major studies in tourism innovation strategies, large buyer-small firm seller relationships and small firm development.