About Book:

       Welcome to Essential of Marketing. You may be wondering why you should buy this marketing textbook. The answer is that our research with expert marketing lecturers and marketing students has indicated to us that you need:

• a concise, but rigorous, textbook that offers real value for money-which is particularly important in European countries in which many marketing courses are shorter than those in the UK and run for only one semester;
• an inspirational text with which you can really engage, taking your experience of marketing as a starting point and building on this;
• to be able to gain insights into what marketing practitioners actually do and the decisions that they have to make- accordingly, each chapter of text begins with a real-life marketing challenge appropriate to the chapter;
• a book that recognizes the need to go further than the traditional ‘4Ps’ approach and reflects on newer, contemporary perspectives, whilst still covering classical perspectives, theories, and frameworks of marketing;
• help with identifying, locating, and reading seminal research papers on important topic areas; and
• to be taught marketing in a creative and visual way