Essentials of Marketing, 3rd edition

Published by Pearson (January 22, 2013) © 2013

  • Frances Brassington Oxford Brookes University
  • Stephen Pettitt Oxford Brookes University
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An essential guide to the principles of Marketing in a practical, digital eBook format

Learn the theory and practice of modern marketing with this concise and dependable text.

The eTextbook of Essentials of Marketing, 3rd Edition, allows you to explore the discipline and acquire in-depth knowledge of the fundamental principles in the field. The text explores modern industries and markets in this new, revised edition, and offers innovative solutions with a lively style.

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Find out more about Pearson eBooks.

  • Chapter 1: Marketing Dynamics
  • Chapter 2: The European marketing environment
  • Chapter 3: Buyer behaviour
  • Chapter 4: Segmenting markets
  • Chapter 5: Marketing information and research
  • Chapter 6: Product
  • Chapter 7: Price
  • Chapter 8: Place
  • Chapter 9: Promotion: integrated marketing communication
  • Chapter 10: Promotion: Advertising and sales promotion
  • Chapter 11: Promotion: direct and digital marketing
  • Chapter 12: Promotion: personal selling, PR and sponsorship
  • Chapter 13: Marketing strategy and planning
  • Chapter 14: Services and non-profit marketing

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