A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. Marketing: An Introduction is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field. This book has a strong focus on the principles of marketing, the importance and use of social media, and the integration of marketing principles with other business functions.  

Marketing: An introduction builds on the huge popularity of the first three editions - all of which have been widely accepted and adopted in the business and academic community. This addition is once again written in a way that is easy to understand by students and focuses on the latest trends in marketing.

The book has been written with the aim of providing students and practitioners with a thorough understanding of marketing, as well as how the theory is applied in a practical sense. Once again it is made clear that for a business to survive the various functions should work closely together in order to meet the demands of the market and that all are working together towards the overall profitability of the organization. 

Chapter 1: Basic principles of marketing management

Chapter 2: The marketing and business environment

Chapter 3: Consumer behavior  

Chapter 4: Marketing research

Chapter 5: Marketing segmentation, targeting and positioning  

Chapter 6: Product decisions

Chapter 7: Pricing objectives  

Chapter 8: Promotion decisions  

Chapter 9: Distributions decisions

Chapter 10: Marketing planning, implementation and controlling

• First year and undergraduate students studying Marketing and related areas of business studies.