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Essentials of Marketing, seventh edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives.

Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline. The 7^th edition also includes increased content on digital marketing, as well as a new �thinking ethically’ feature which is designed to make students think about this vital area of marketing.

The book is further complemented by a full range of online resources, including companion website, power-point slides and an instructor’s manual. 

Essentials of Marketing

BRIEF CONTENTS

List of tables
List of figures
Preface
Acknowledgements
1 What do marketers do?
2 The marketing environment
3 Consumer and buyer behaviour
4 Segmentation, targeting and positioning
5 Market research
6 Products, branding and packaging
7 Pricing strategies
8 Distribution
9 Marketing communications and promotional tools
10 Marketing planning, implementation and control
11 Services marketing
12 Sustainable marketing
Glossary
Index