Marketing ― An Introduction

If you’re reading this, the chances are you’re enrolled on an introductory marketing course and considering whether to buy this textbook or not. You are probably looking for something that covers everything in your course without being large and expensive. You would probably also like a colourful user-friendly text that uses simple English and makes the subject fun and easy to get to grips with. Marketing: An Introduction is tailor-made for you.

This new edition has been further improved to include:

• Buzz topics in marketing which you will need to engage with to achieve top grades such as digital marketing, global marketing and marketing ethics
• An even greater emphasis on employability and marketing in the workplace to help you think about what you want to do beyond university life and how you transfer your new knowledge of marketing into the real world
• More fun activities to try with your classmates or outside the classroom as private study
• Improved video content on the companion website to help bring alive what you are learning
• An interactive e-book and mobile study.

This textbook is essential to anyone studying marketing for the first time at university.