Principles of Marketing

This comprehensive text captures marketing as a living subject. Theory is brought to life for students through the use of dynamic examples and engaging video vignettes.

An introduction to marketing from a European perspective, this work explains the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes. It offers a media package including an online interactive study guide, a video lounge, integrated video case studies and more.

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.