Essentials of Marketing, 3rd edition

By Frances Brassington & Stephen Pettitt
December 2012
Pearson Education
Distributed by Trans-Atlantic Publications
ISBN: 9780273727644
608 pages, Illustrated
$97.50 Paper Original

Accessible to students with no prior study of Marketing and from all different backgrounds Brassington Essentials is a fun, up to date and interesting introduction to Marketing. The book has a great feel, full of large colour photos and frequent interesting cases from brands you will recognise, often with thought-provoking content that is relevant to the reader and accompanied by leading-edge online learning supports in the MyMarketingLab.

Like Brassington’s Principles of Marketing, this ‘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. Written in a lively style with great design,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 in Marketing.


Chapter 1 -Marketing Dynamics
Chapter 2- The European marketing environment
Chapter 3- Buyer behaviour
Chapter 4- Segmenting markets
Chapter 5- Marketing information and research
Chapter 6- Product 
Chapter 7- Price
Chapter 8- Place
Chapter 9- Promotion: integrated marketing communication
Chapter 10- Advertising and sales promotion
Chapter 11- Promotion: direct and digital marketing
Chapter 12- Promotion: personal selling, PR and sponsorship
Chapter 13- Marketing strategy and planning 
Chapter 14- Services and non-profit marketing

Return to main page