Essentials of Marketing E-BOOK

‘This is an up-to-date, informative and easy to read textbook; essential for new marketers and students, giving them a breadth of knowledge to start their marketing careers.' 

Dr. Julie Jones, Aberystwyth University

‘A very good text that allows for key areas in the subject to be defined, developed and explored.' 

Graeme Price, University of Sunderland 

Essentials of Marketing, 8th edition, by Martin and Blythe, provides you with an accessible, lively, and engaging introduction to marketing. It employs a practical approach to explain traditional marketing techniques and theories, and offers the most up-to-date critical perspectives on contemporary themes and concepts in marketing. Using current case studies, in-chapter global examples and activities based on real-life issues and contexts, the text provides everything you need as an undergraduate or postgraduate student to excel in your course. It also serves as an essential guide to new marketers setting off on their marketing careers.

This new edition considers contemporary issues and recent global developments, such as the Covid-19 pandemic, ethical concerns, sustainability, augmented reality, digital marketing and social media trends. Critical thinking sections encourage you to think more deeply about marketing issues contained within the text.

Benefit from new and updated features such as:

With a full range of online resources, this text gives you thorough insight into the principles of marketing and their application in real-life industry.