Principles of marketing - Frances Brassington

The well respected and widely adopted "Principles of Marketing" has been fully revised and updated in this third edition to reflect the continued evolution of the marketing discipline and to retain its topicality and freshness. It offers a well-structured, comprehensive and detailed journey through fundamental marketing concepts and the strategic context in which they are applied. As well as thorough theoretical coverage, this text emphasises implementation and application through highlighted examples, vignettes and case studies, based on a wide variety of national and international organisations and brands.;New features for this edition: a new chapter dedicated to e-marketing and new media, recognising the importance and potential of this emerging area; an 'e-marketing in action' vignette in each chapter further emphasising the pervasiveness and relevance of electronic tools in every area of marketing activity; a more overt focus on corporate social responsibility throughout the text and specifically through a new 'CSR in action' vignette in each chapter; expansion and revision of a number of favourite case studies from the second edition as well as a wide range of completely new case studies. Classic features include: a clearly written and structured text, including chapter objectives and summary; a wide selection of vignettes and examples are included in each chapter to illustrate the concepts presented. These are drawn from a range of industries, organisations and countries. Each chapter has two short case studies, again drawn from a range of industries, organisations and countries. End of chapter questions give students the opportunity to revise the material presented and to check their understanding of it.;Discussion questions, encouraging students to debate issues or to research further into marketing practice can also be used as the basis for seminar work for students working individually or in small groups. The text is written from a European perspective and with a wide European orientation in the examples, vignettes and cases. The text is accompanied by a companion website with revision material and learning aids for students and teaching aids for lecturers. The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications. Dr Frances Brassington is a Senior Lecturer in Marketing at Buckinghamshire Chilterns University College. Dr Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.