Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing.

The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject.

A balance between basic marketing and strategic concepts makes it suitable for all levels. Each chapter contains a series of vignettes to illustrate the theory, with e-marketing perspective evident throughout and a Web-based resource that accompanies the text.

chapter 1|17 pages

Introduction to marketing

chapter 2|14 pages

Strategic marketing: an overview

chapter 3|14 pages

Environmental factors

chapter 4|20 pages

Marketing research

chapter 5|40 pages


chapter 7|14 pages

Price and pricing strategy

chapter 8|15 pages


chapter 9|20 pages


chapter 11|33 pages

Targeting, positioning and brand strategy

chapter 12|17 pages

Strategic implementation

chapter 13|17 pages