Formerly CIP. Uk

Includes bibliographical references and indexes.

Contents include marketing dynamics, the European marketing environment, buyer behaviour, segmenting markets, marketing information and research and marketing management, planning and control. Brassington and Pettitt?s Essentials of Marketing is the indispensable introduction to the subject for all students taking a short or one-semester Marketing module ? whatever their background. The second edition retains the lively writing style and authority of the authors? Principles of Marketing, and highlights the links between theory and practice by using fresh and topical case studies drawn from real-life, whilst focussing on the most important concepts and theories of Marketing. Essentials of Marketingalso boasts an unrivalled selection of online learning resources at www.pearsoned.co.uk/brassington, which includes multiple choice questions that test your learning and help monitor your progress, video interviews with top Marketing Managers, answering your questions on how they use the theories of marketing every day in their professional lives, a full online Glossary explaining the key terms of the subject, and weblinks for every chapter that help take your learning further! Dr Frances Brassington is Senior Lecturer in Retail Management and Marketing at Oxford Brookes University Dr Stephen Pettitt is Deputy Vice-chancellor of the University of Bedfordshire

Also available in printed form ISBN 9780273708186

Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.