Essentials of Marketing, 8th edition

Help your students grasp the principles of marketing and learn how to apply them in real life

Essentials of Marketing, 8th edition, by Martin and Blythe, offers your students an accessible and engaging introduction to marketing. Exploring critical perspectives on contemporary themes and concepts in marketing, this new edition teaches your students traditional techniques and theories whilst encouraging them to think deeper about modern-day marketing issues.

Including coverage of recent global developments, this text equips your students to face the challenges of modern marketing.

This edition includes a Companion Website for your students.

Hallmark features of this title

In-depth understanding of marketing

• Practical approach: Student/new marketer focused coverage of traditional marketing techniques and theories as well as contemporary concepts.
• The critical thinking section encourages students to think more deeply about marketing issues contained in the text.

Puts theory into practice

• Latest case studies show how marketing theory is applied by companies in the real world.
• Consideration of recent global developments helps students to see how topics in the text relate to business practice.

User-friendly structure

• End-of-chapter review questions and activities allow students to apply the concepts and theories to different contexts.
• Online resources: The book is complemented by a companion website, PowerPoint slides and an instructor's manual.

‘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

New and updated features of this edition

The 8th edition has been extensively revised with new and updated content that keeps the text fresh and enhances the student learning experience.

New features include:

• New case studies which keep the text current and relevant to today's students.
• Updated contemporary examples reflect shifts in the business environment with greater emphasis on considerations like ethics, sustainability and fair trade.
• A revised chapter on segmentation reflects the growing importance of the individual customer and customer persona characteristics.
• An updated discussion around environmental and sustainability issues.
• Additional coverage of recent global developments such as the Covid-19 pandemic, augmented reality, digital marketing and social media trends.
• Reworked end-of-chapter review questions to aid retention.