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
