Essentials of Marketing

Understand the core concepts of marketing explained in a real-life context

¿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 tex