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The eagerly awaited third Product Description
Accessible to students with no prior study of Marketing and from all different backgrounds Brassington Essentials is a fun, up to date and interesting introduction to Marketing. The book has a great feel, full of large colour photos and frequent interesting cases from brands you will recognise, often with thought-provoking content that is relevant to the reader and accompanied by leading-edge online learning supports in the MyMarketingLab.
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.
Features + Benefits
· Written in a lively style with great design.
· New and exciting examples from a range of industries, organisations and countries.
· New Topics essential to modern marketing such as not-for-profit and e-marketing give a well-rounded and integrated understanding of the subject.
· End-of-chapter questions reinforce understanding.
· Thought-provoking and sometimes provocative real-world case studies designed for discussion are drawn from a range of well-known small, medium and large-sized companies.
Backcover
The eagerly awaited third edition of Brassington and Pettitt’s innovative and creative 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.
Like Principles of Marketing, our 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.
Distinctive features
Written in a lively style with great design, Essentials of Marketing features the following:
· New and exciting examples from a range of industries, organisations and countries.
· New topics essential to modern marketing such as non-profit marketing and e-marketing give a well-rounded and integrated understanding of the subject.
· End-of-chapter questions reinforce understanding.
· Thought-provoking and sometimes provocative real-world case studies designed for discussion are drawn from a range of well-known small, medium and large-sized companies.
Dr Frances Brassington, Principal Lecturer, Oxford Brookes University.
Dr Stephen Pettitt, former Deputy Vice Chancellor, University of Bedfordshire, and marketing consultant.
This book is also available with MyMarketingLab. Enhance your learning through specially developed online resources, designed to give you an extra edge in your coursework. MyMarketingLab has been developed to help you make the most of your studies in marketing and get a better grade:
Learn marketing your way with self-assessment questions that will identify your strengths, with feedback and a recommended study plan to help you focus on where to improve.
Put a spotlight on marketing in the real world with unique mini-simulations. Challenge yourself to make marketing decisions and see the impact of the decisions you’ve chosen.
Revise for your exams using additional resources: hear podcasts and read bulletins, access an eBook version of your textbook and engage with interactive activities, before tracking your own progress within the online gradebook.
Register now at www.pearsoned.co.uk/mymarketinglab
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- 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
Help your students grasp the principles of marketing with this concise text. Essentials of Marketing, 3rd edition, combines theory and practice to equip your students with the information they need to gain a practical understanding of modern marketing. Written in a concise, lively style, the text is ideal for short introductory courses in marketing.
Accessible to students with no prior study of Marketing and from all different backgrounds Brassington Essentials is a fun, up to date and interesting introduction to Marketing. The book has a great feel, full of large colour photos and frequent interesting cases from brands you will recognise, often with thought-provoking content that is relevant to the reader and accompanied by leading-edge online learning supports in the MyMarketingLab.
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.
Features + Benefits
· Written in a lively style with great design.
· New and exciting examples from a range of industries, organisations and countries.
· New Topics essential to modern marketing such as not-for-profit and e-marketing give a well-rounded and integrated understanding of the subject.
· End-of-chapter questions reinforce understanding.
· Thought-provoking and sometimes provocative real-world case studies designed for discussion are drawn from a range of well-known small, medium and large-sized companies.
Backcover
The eagerly awaited third edition of Brassington and Pettitt’s innovative and creative 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.
Like Principles of Marketing, our 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.
Distinctive features
Written in a lively style with great design, Essentials of Marketing features the following:
· New and exciting examples from a range of industries, organisations and countries.
· New topics essential to modern marketing such as non-profit marketing and e-marketing give a well-rounded and integrated understanding of the subject.
· End-of-chapter questions reinforce understanding.
· Thought-provoking and sometimes provocative real-world case studies designed for discussion are drawn from a range of well-known small, medium and large-sized companies.
Dr Frances Brassington, Principal Lecturer, Oxford Brookes University.
Dr Stephen Pettitt, former Deputy Vice Chancellor, University of Bedfordshire, and marketing consultant.
This book is also available with MyMarketingLab. Enhance your learning through specially developed online resources, designed to give you an extra edge in your coursework. MyMarketingLab has been developed to help you make the most of your studies in marketing and get a better grade:
Learn marketing your way with self-assessment questions that will identify your strengths, with feedback and a recommended study plan to help you focus on where to improve.
Put a spotlight on marketing in the real world with unique mini-simulations. Challenge yourself to make marketing decisions and see the impact of the decisions you’ve chosen.
Revise for your exams using additional resources: hear podcasts and read bulletins, access an eBook version of your textbook and engage with interactive activities, before tracking your own progress within the online gradebook.
Register now at www.pearsoned.co.uk/mymarketinglab
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- 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
Help your students grasp the principles of marketing with this concise text. Essentials of Marketing, 3rd edition, combines theory and practice to equip your students with the information they need to gain a practical understanding of modern marketing. Written in a concise, lively style, the text is ideal for short introductory courses in marketing.