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Like Brassington’s Principles of Marketing, this ‘essentials’ text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response. Written in a lively style with great design, Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course in Marketing.

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Essentials of Marketing

• Contents


• Brief contents


• Guided tour of the book and MyMarketingLab


• Endorsements


• Preface


• About the authors


• Acknowledgements


• 1 Marketing dynamics


• Learning objectives


• Introduction


• Marketing defined


• The marketing concept in the organisation


• Marketing management responsibilities


• Marketing scope


• Chapter summary


• Questions for review and discussion


• Case study 1 Devices and desires


• References for chapter 1


• 2 The European marketing environment


• Learning objectives


• Introduction


• The nature of the European marketing environment


• The sociocultural environment


• The technological environment


• The economic environment


• The ethical environment


• The political and legal environments


• The ecological environment


• Chapter summary


• Questions for review and discussion


• Case study 2 Got any gum, chum?


• References for chapter 2


• 3 Buyer behaviour


• Learning objectives


• Introduction


• The consumer decision-making process


• Buying situations


• Environmental influences


• Psychological influences: the individual


• Sociocultural influences: the group


• Defining B2B marketing


• B2B customers


• Characteristics of B2B markets


• The buying decision-making process


• The buying centre


• Buying criteria


• Chapter summary


• Questions for review and discussion


• Case study 3 Choose your own remedy


• References for chapter 3


• 4 Segmenting markets


• Learning objectives