Principles of Marketing [Paperback]

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.

PRINCIPLES OF MARKETING

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.

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VangoNotes are flexible; download all the material directly to your player, or only the chapters you need.  They’re alsoefficient; use them wherever you are. Visit www.vangonotes.com to find out more.