Brassington and Pettitt's Principles of Marketing has proven to be hugely popular with first-time marketing students - leading them painlessly through their course from basic principles such as 'what product should I market?' to more specialised topics such as 'Relationship Marketing'.
This comprehensive 4th edition combines the freshness that people love with new and updated cases and now it is set apart from other Principles texts with an unrivalled media package that is fully integrated with the book.
The book is essential for undergraduate, postgraduate and post-experience students undertaking introductory marketing courses or modules. Its depth also makes it useful as support reading on specialist courses and modules, such as integrated marketing communications.
Part I- Marketing And Its Environment
1. Marketing dynamics
2. The European marketing environment
Part II- Customers and Markets
3. Consumer behaviour
4. B2B buying behaviour
5. Segmenting markets
6. Marketing information and research
Part III- Product
7. Anatomy of a product
8. Product management
9. New product development
Part IV-Price
10. Pricing, context and concepts
11. Pricing strategies
Part V- Place
12. Marketing channels and logistics
13. Retailers and wholesalers
Part VI- Promotion
14. Integrated marketing communication
15. Advertising
16. Sales promotion
17. Personal selling and sales management
18. Direct marketing and exhibitions
19. Public relations and sponsorship
Part VII-Marketing Management
20. Strategic Marketing
21. Marketing planning, management and control
22. Services and non-profit marketing
23. International marketing
24. E-marketing and new media
