Essentials of Marketing, fifth edition, is a vibrant and accessible introduction to marketing, providing concise coverage of: traditional marketing techniques and theories, the practical and tactical decision-making processes involved in marketing, up-to-date topics such as social media and ethics. The book takes a practical approach, with plentiful examples and up-to-date case studies, complemented by a full range of online resources at www.pearsoned.co.uk/blythe , including video cases for every chapter and author podcasts, making this book perfect for undergraduates taking a one semester introductory marketing course. PowerPoint slides and Lecturers' teaching resources to accompany the book are also available online, and the book is a core text for the new syllabus of the Chartered Institute of Marketing's 'Marketing Essentials' module. Jim Blythe is Professor of Marketing at the University of Westminster and Visiting Professor at Plymouth Business School and Ritsumeikan Asia Pacific University, Japan.  .