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Principles of Marketing [Paperback]

Dr Frances Brassington , Dr Stephen Pettitt
4.5 out of 5 stars  See all reviews (19 customer reviews)

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Book Description

27 July 2006

Brassington and Pettitt’s Principles of Marketing has proven to be hugely popular with first-time marketing students – leading them painlessly through their course from basic principles such as ‘what product should I market?’ to more specialised topics such as ‘Relationship Marketing’.

This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book.

The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.



Product details

  • Paperback: 1296 pages
  • Publisher: Financial Times/ Prentice Hall; 4 edition (27 July 2006)
  • Language: English
  • ISBN-10: 0273695592
  • ISBN-13: 978-0273695592
  • Product Dimensions: 19.5 x 26.4 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (19 customer reviews)
  • Amazon Bestsellers Rank: 56,403 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description


 'the most impressive introductory textbook xxx; a textbook which not only stands up to the clones of the better known American texts but, in my view, outperforms them'  Michael Baker, Strathclyde University --This text refers to the Hardcover edition.

From the Back Cover


Fourth Edition

Frances Brassington and Stephen Pettitt



Principles of Marketing is the indispensable introduction to marketing. It explains all the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes. Extensively revised and updated, this fourth edition continues to provide a fresh and topical introduction from a truly European perspective.


Principles of Marketing now offers an unrivalled media package including an online interactive study guide, a video lounge, integrated video case studies and much more!  With this new edition, there is also the option to download study notes onto your MP3 player, with VangoNotes.


In addition, Principles of Marketing retains all of the classic features, fully revised and updated,  that make it a favourite with students and lecturers alike:


  • Clearly-written and structured style, including chapter objectives and summaries to guide you easily through each chapter.
  • Vignettes, examples and end-of-chapter case studies drawn from a wide range of industries, organisations and countries, giving you plenty of exposure to marketing in the real world.
  • Completely revised ‘E-marketing in Action’ vignettes, highlighting how important technology and the Internet are in marketing.
  • ‘Marketing in Action’ and ‘Corporate Social Responsibility in Action’ vignettes – revised and updated - helping you understand the key issues and decisions to make in marketing.
  • End-of-chapter questions help you understand the key concepts and aid revision.
  • Discussion questions to stimulate debate and encourage further study.


Comprehensive, detailed and accessible, this book is essential for undergraduate, postgraduate and post-experience students on introductory marketing courses or modules.


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 Luton.



Study on the go with VangoNotes.  Just download chapter reviews for your text and listen to them on any mp3 player.   Now wherever you are - whatever you’re doing - you can study by listening to the following for each chapter of your textbook: 

  •  Big Ideas:  Your 'need to know' for each chapter.
  • Practice Test:  A gut check for the Big Ideas – tells you if you need to keep studying.
  • Key Terms: Audio 'flashcards' to help you review key concepts and terms.

VangoNotes are flexible; download all the material directly to your player, or only the chapters you needThey’re also efficient; use them wherever you are. Visit to find out more.



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Customer Reviews

Most Helpful Customer Reviews
6 of 7 people found the following review helpful
3.0 out of 5 stars review of a business studies student 29 May 2001
By A Customer
For a business studies degree I found all data I needed for the course. Found the chapters somewhat longwinded and abit hard going. For my requirements it went abit too far indepth.
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7 of 9 people found the following review helpful
5.0 out of 5 stars excellent 12 Jun 2003
This book has proved invaluable for both myself and my daughter.It covers all aspects of the marketing principles. A very useful book for students of all ages written in a clear concise manner which is easy to follow and understand. I would highly recommend this book for students and lecturers whatever level of education they are in.
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4.0 out of 5 stars good 10 Jun 2014
Format:Paperback|Verified Purchase
I bought this for my university degree and seems to do the job but buy other books to back up your research
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5.0 out of 5 stars Good book 8 Jun 2014
Format:Paperback|Verified Purchase
I bought this book for my study in marketing and communication and this is exactly what I needed to halo me with my diploma. I recommend it.
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5.0 out of 5 stars Very well written 10 Feb 2014
Format:Paperback|Verified Purchase
Comprehensive, full of case studies and information. And, as an added bonus, it's really well written with the odd quirky bit of humour which makes a nice change when reading an academic book.
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1.0 out of 5 stars Never received 8 Jan 2014
Format:Paperback|Verified Purchase
Unfortunately I have never received this book and due to a trip abroad i did not complain and just bought another one.
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By Apricot
Format:Paperback|Verified Purchase
Something about the nature of this topic attracts differing views and sound-bites that could be easily misinterpreted. This book actually codifies many topics and maxims integral to marketing of products and services into a science of its own. This probably should be required reading for anyone pursuing "business".
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5.0 out of 5 stars Amazing 18 Nov 2012
By Matt
This book has saved my skin more times than i like to mention. I'm a 2nd year marketing student and this book has been more than useful on every assignment i've been set so far - worth the money!
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