Help your students engage with the principles of marketing.

Essentials of Marketing, 7th edition, is an accessible and lively introduction ideal for undergraduate studies. With a range of updated features, this edition marries traditional marketing techniques and theories with modern perspectives.

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

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. 

Professor Jim Blythe is the author of eighteen textbooks and over fifty journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled, and holds a private pilot’s licence.

Jane Martin is a senior lecturer in Marketing and Marketing Programme Leader at the University of Chester. She has taught in Universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.

Essentials of Marketing, 7^th edition, contains a range of built-in features to aid your students' learning. See your students benefit from:

• Coverage of traditional marketing techniques and theories
• Carefully developed practical, tactical approach throughout the text
• Contemporary case studies, in-chapter examples and suggestions for further reading in the book
• Up-to-date critical perspectives given on the topics discussed
• Self-assessment questions to gauge comprehension

Essentials of Marketing, 7^th edition, has been updated to provide your students with resources to enhance their understanding of modern marketing.

• Increased content on digital marketing
• New 'thinking ethically' feature which is designed to make students think about this vital area of marketing

• The latest thinking and critical perspectives on the topics covered in the book
• Updated companion website with resources to accompany the text