Essentials of Marketing

This introductory textbook covers all aspects of marketing from the development of the marketing concept through consumer behaviour, segmentation, targeting and positioning to branding and pricing strategies. It is written in a clear and lively style, ideal for all students of marketing. 

This second edition of Essentials of Marketing has been updated in the light of extensive feedback. The first edition has enjoyed considerable success as a user-friendly, concise introduction to the field of marketing. Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques up-to-date topics such as green issues, postmodern thinking, relationship marketing and ethics are also covered.


This new edition contains:

• an even greater range of cases from a wide range of sectors and international contexts, including: the European Mobile Telecommunications Industry, the 21st Century Man, Lastminute.com, the bookselling industry and many more!
  
• a new set of self-test questions designed to aid student learning and teaching assessment
  
• increased coverage of communications theory, including the hierarchy of effects model
  
• greater coverage of branding including the definition of brands, developing the brand, brands and semiotics and strategic issues in branding
  
• increased coverage of internal and relationship marketing