Essentials of Marketing

David M Brown is a marketing academic and leader of the PhD programme at Newcastle Business School, Northumbria University. A qualified teacher with 18 years’ industrial experience, David has led modules and programmes at all levels in the UK and overseas. As a visiting academic at Exeter University, England, he leads an executive MBA module, whilst elsewhere he acts as an external examiner of doctoral submissions, taught courses and programme validation events for English, Scottish, and Australian institutions.Alexander Thompson is a senior lecturer at the University of Exeter, where he teaches marketing courses and leads the MSc in international business programme. He is passionate about marketing. His research focuses on small-firm entrepreneurship, ethnographic research, and socio-cultural approaches to marketing. In addition to his academic activities, Alex works on numerous marketing research consultancy projects that are centred on helping organisations better understand the voice of their customers. He holds a bachelor of arts degree in cultural anthropology from the College of Wooster, an MBA from Central Michigan University, and a PhD from Imperial College.

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

• Acknowledgements, Introduction, PART 1: MARKETING AND ENVIRONMENT, 1. The Meaning of Marketing, 2. Strategic Planning, 3.Market Research, 4.The Marketing Environment, PART 2: MARKETING STRATEGY AND ANALYSIS, 5. Segmentation, Targeting, and Positioning, 6. Products, 7. Brands and Brand Management, 8. Pricing, PART 3: BEHAVIOUR AND RELATIONSHIPS, 9. Consumer and Buyer Behaviour, 10. Marketing Ethics, Sustainability and Corporate Social Responsibility, 11. Services, Relationship and Internal Marketing, PART 4: COMMUNICATING, SELLING, MEASURING, 12. Principles of Integrated Marketing Communications, 13, Advertising, Sales Promotion, Public Relations and Sponsorship, 14. Personal Selling and Sales Management, 15. Channel Management, 16. Digital Marketing, Index