Essentials of Marketing: Includes Mymarketinglab

The eagerly awaited third edition of Brassington and Petitt's innovative and creative Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course. Like Principles of Marketing, our essentials text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response.