This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach. Essentials of Marketing is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success. The book demystifies theory by placing it in contexts which are recognisable to a diverse readership, using real-life case studies and examples designed to engage today’s technologically savvy and internationally oriented students. The book includes a comprehensive running case study in which readers are invited to adopt the roles of marketing assistant, marketing manager, and marketing director within regional markets, applying the knowledge that they have learned in each chapter into modern, realistic contexts, which simulate a marketing career. Key features to aid learning and comprehension include case studies, chapter objectives and summaries, key learning points, and key questions. With a uniquely accessible and applied approach, Essentials of Marketing is designed as a core text for undergraduate and postgraduate students studying Introduction to marketing, marketing management, and principles of marketing modules. Digital learning resources include a comprehensive instructor’s manual to guide interaction with the applied case study, PowerPoint slides, and a test bank.

chapter |8 pages

Introduction to Essentials of Marketing

part 1|109 pages

Marketing and Environment

chapter 1|22 pages

The Meaning of Marketing

chapter 2|26 pages

Strategic Planning

chapter 3|31 pages

Marketing Research

chapter 4|30 pages

The Marketing Environment

part 2|112 pages

Marketing Strategy and Analysis

chapter 6|20 pages


chapter 7|27 pages

Brands and Brand Management

chapter 8|29 pages


part 3|90 pages

Behaviour and Relationships

part 4|121 pages

Communicating, Selling, Measuring

chapter 14|25 pages

Personal Selling and Sales Management

chapter 15|27 pages

Channel Management

chapter 16|21 pages

Digital Marketing