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.

In response to extensive feedback from reviewers, the fourth edition of this established and popular text has been thoroughly updated to meet the needs of the modern business student.  It presents a comprehensive range of topics, but avoids too much detail and unnecessary mathematical analysis, focusing more on the practical application of financial management and its role in decision-making.  The numerous examples, activities and exercises make this a stimulating and appealing choice for all students of accounting and finance, as well as those studying accounting or finance as part of a business degree.