Essentials of Marketing: Theory and Practice for a Marketing Career

• Designed as a core textbook for a broad range of essential Marketing courses and modules, with textbook pedagogy included throughout to aid understanding and cement learning. • Uniquely practical and applied in its approach with an emphasis on employability, with a 25,000-word running case study embedded within each chapter, which enables students to ‘progress’ through a ‘marketing career’ by applying their newly learned knowledge into realistic and modern context. • Unlike the competition in the area, this is a concise textbook, which is user-friendly for a wide, international readership.