Essentials of Marketing

Essentials of Marketing, 8th edition, by Martin and Blythe, is an accessible, lively, and engaging introduction to marketing, providing students with an understanding of traditional and contemporary marketing techniques and theories. It includes current case studies, global examples, and activities based on real-life issues and contexts, and encourages critical thinking about marketing issues. The textbook also offers new and updated features such as revised chapters, end-of-chapter review questions, and new case studies, and provides thorough insight into the principles of marketing and their application in real-life industry.

Format: Paperback / softback
Length: 384 pages
Publication date: 03 March 2023
Publisher: Pearson Education Limited

Marketing is a multifaceted discipline that plays a crucial role in the success of businesses and organizations. It encompasses a wide range of activities and strategies aimed at promoting products, services, and ideas to consumers. In this comprehensive textbook, Essentials of Marketing, 8th edition, authors Martin and Blythe provide a comprehensive and accessible introduction to marketing. The book employs a practical approach to explain traditional marketing techniques and theories, while also offering the most up-to-date critical perspectives on contemporary themes and concepts in marketing.

One of the key strengths of Essentials of Marketing is its use of current case studies, in-chapter global examples, and activities based on real-life issues and contexts. This approach helps students to connect with the material and apply their knowledge in practical situations. The text also serves as an essential guide to new marketers setting off on their marketing careers, providing them with a breadth of knowledge to start their marketing careers.

The 8th edition of Essentials of Marketing has been revised to consider contemporary issues and recent global developments, such as the COVID-19 pandemic, ethical concerns, sustainability, augmented reality, digital marketing, and social media trends. Critical thinking sections encourage students to think more deeply about marketing issues contained within the text.

New and updated features in this edition include revised chapters that reflect the growing importance of the individual customer and customer persona characteristics. End-of-chapter review questions compound students' understanding and show how to apply the concepts covered in real-life contexts. Additionally, new case studies are included to show how marketing theory is applied in real-world situations.

Overall, Essentials of Marketing is an up-to-date, informative, and easy-to-read textbook that is essential for new marketers and students. It provides a comprehensive and engaging introduction to marketing, employing a practical approach to explain traditional marketing techniques and theories while offering the most up-to-date critical perspectives on contemporary themes and concepts. With its use of current case studies, global examples, and activities based on real-life issues and contexts, the text helps students to connect with the material and apply their knowledge in practical situations. Whether you are a student pursuing a marketing degree or a new marketer looking to build your skills, this textbook
textbook is an invaluable resource.

Weight: 720g
Dimension: 262 x 196 x 15 (mm)
ISBN-13: 9781292429533
Edition number: 8 ed