This book provides a number of valuable insights into the basics of marketing, in order to give students a broad foundation to build on. The text uses relevant examples that students can easily relate to - while asking pertinent questions, which further develop the thought processes that facilitate the understanding of marketing. It is written in a very clear and easy-to-read format, enabling key points to be covered in a very time-efficient approach. The information used in the book is very up to date and will help students to frame contemporary marketing concepts in an academic manner. The authors have clearly invested key elements of their knowledge and experience into this text book! Jessica Lichy HDR, PhD , MBA Essentials of Marketing is a comprehensive and engaging book which provides up to date and modern insights into marketing. What I like most about this textbook is its ability to blend seamlessly theoretical content, case insights and online support for students. Each topic is communicated in an easy to read format and key topics are separated out into four key parts making it easy for students understand the key processes in marketing strategy. This textbook is a must for any introductory marketing courses.

I highly recommend it. Dr Madeline Powell.