Essentials of Marketing, 8th edition

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

Essentials of Marketing, 8th edition, by Martin and Blythe, provides an accessible introduction to marketing. Its practical approach explains traditional marketing techniques and theories, and offers critical perspectives on contemporary themes and concepts in marketing. This new edition covers recent global developments, with critical thinking sections that encourage you to think more deeply about marketing issues contained within the text.

This text is ideal as a guide for under- and postgraduate students and as a handbook for beginning marketers.

This edition includes a Companion Website.

‘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