Marketing: The Core Marketing: The Core
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This textbook introduces the principles of marketing to undergraduate students through a conversational, active style. Its authors aim to make the subject approachable, using extended examples, cases and video to show real people making marketing decisions in businesses, from established firms to new ventures. Readers are encouraged to see how marketing fits into different careers and to consider which paths might suit them. The book combines long-established theory with newer thinking about contemporary practice, and each chapter is organised around clear learning objectives with review material to reinforce key points. A range of supporting resources is available, from a few essential extras to a complete multimedia package, so instructors can tailor the course to their needs.
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