Principles of Marketing, 4th edition

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.

• A wide selection of vignettes and examples are included in each chapter to illustrate the concepts presented. These are drawn from a range of industries, organisations and countries.
• Each chapter has two short case studies, again drawn from a range of industries, organisations and countries to make the theory even more relevant to the students.
• End of chapter questions give students the opportunity to revise the material presented and to check their understanding of it. Discussion questions, encourage students to debate and research issues.
• Written from a European perspective and with a largely European orientation in the examples, vignettes and cases keeps students engaged.
• Focus on corporate social responsibility throughout the text and specifically through a ‘CSR in action’ vignette in each chapter

·         NEW part openers with video case study vignettes. Students will learn in a more interactive way by first reading the introduction to the case and then going online to watch short video clips.

·         ‘E-Marketing in Action’ boxes have been completely re-written to keep up to date with current thinking.

·         There are 19 NEW cases and all 22 other cases have been updated to bring even more relevance to students’ learning.

·         A completely revised OneKey interactive online resource package, which will now be fully mapped to this new edition.