Essentials of Marketing

The links between theory and practice are highlighted in this textbook by using topical case studies that have been drawn from real life. Important concepts and theories of marketing are also covered, and the text has a companion website that can be accessed using a supplied card.

Who is it for? Those on introductory marketing courses, probably where marketing is a subsidiary course.

Presentation: Doesn't have the razzmatazz of some of the US texts but it is very clear.

Would you recommend it? Yes, it offers a concise, no-nonsense introduction to marketing.