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Essentials of Marketing, 3rd edition

Published by Pearson United Kingdom (September 28, 2012) © 2013

  • Frances Brassington Oxford Brookes University
  • Stephen Pettitt Oxford Brookes University

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Help your students grasp the principles of modern marketing with this concise text.

Essentials of Marketing, 3rd edition, combines theory and practice to equip your students with all the information they need to gain a practical understanding of modern marketing. Written in a concise yet lively style, the text explores modern industries and markets with a no-nonsense approach, considering how marketers today must respond to situations that demand innovative solutions.

With revised and updated content to support student learning,

this 3rd edition is the ideal teaching companion for short introductory courses in marketing.

Hallmark features of this title

A text designed to engage your students with the subject.

  • A lively style prevents students from losing focus.
  • A great design presents the information to students in a clear and appealing manner.
  • A concise, no-nonsense approach makes the content more accessible and helps students cover the material more quickly.

Learning features throughout help to consolidate your students' comprehension of covered topics.

  • End-of-chapter questions reinforce understanding and help your students retain the information.
  • Thought-provoking and sometimes provocative real-world case studies designed for discussion are drawn from a range of well-known small, medium and large-sized companies.

New and updated features to this edition

Reinforced emphasis on corporate social responsibility and marketing ethics.

New sections include:

  • The ethical environment (chapter 2)
  • Ethics in marketing research (chapter 5)

Updated content includes the latest innovations in the field to keep this text fresh and current.

This edition now covers topics such as:

  • Social media and its role in marketing.
  • Useful new tools like m-marketing, s-marketing, and f-marketing.

Additional content and features not included in the previous edition:

  • New and exciting examples from a range of industries, organisations and countries.
  • New Topics essential to modern marketing such as not-for-profit and e-marketing.

Features of eTextbook for the 3rd Edition

Extend learning beyond the classroom with Pearson eTextbook – an easy-to-use digital textbook.
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  • Study in a flash. Students can use pre-built flashcards or create their own to study how they like.
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  • Watch and learn. Videos and animations within the eText bring tricky concepts to life (available in selected titles).

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Features of Revel for the 3rd Edition

Help your students learn the principles of modern marketing with this concise text.

Essentials of Marketing, 3rd edition, equips your students with the information they need to gain a practical understanding of modern marketing. Written in a concise, lively style, the text is ideal for short introductory courses in marketing.

An interactive, mobile learning environment that replaces the traditional text and drives engagement and class participation. Revel offers:
  • Powerful multimedia tools, including video, audio, image content, and figure animations to encouraging discussion in class.
  • Videos explaining key concepts and theories in line with the text, allowing you to demonstrate a connection between theory and real-world applications.
Organise your students' learning and improve results with a variety of exercises and assessments.
  • With a friendly writing style and accessible approach, Revel helps you organise study material into manageable chunks, enabling students to cover a lot in a short space of time and improve their engagement with the topic.
  • The assessments, self-assessments, and quizzes, including a powerful analytics tool, help you monitor students progress, pinpoint difficult areas and use them as starting points for class discussion.
  • 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

Dr Frances Brassington is Principal Lecturer in Marketing at Oxford Brookes University Faculty of Business. She has taught marketing at all levels and on a wide range of undergraduate marketing modules and programmes and has supervised a number of PhD students. Her own research interests include retail marketing, international marketing, and the use of project-based learning in marketing education.

Dr Stephen Pettitt, was previously Deputy Vice Chancellor and Dean of Luton Business School. He is currently undertaking consultancy projects in marketing and higher education. He has published over 30 papers and articles along with major studies in tourism innovation strategies, large buyer-small firm seller relationships and small firm development.

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