Brassington and Pettitt’s Essentials of Marketing is the indispensable introduction to the subject for all students taking a short or one-semester Marketing module – whatever their background.

The second edition retains the lively writing style and authority of the authors’ Principles of Marketing, and highlights the links between theory and practice by using fresh and topical case studies drawn from real-life, whilst focussing on the most important concepts and theories of Marketing.

Essentials of Marketingalso boasts an unrivalled selection of online learning resources at www.pearsoned.co.uk/brassington, which includes multiple choice questions that test your learning and help monitor your progress, video interviews with top Marketing Managers, answering your questions on how they use the theories of marketing every day in their professional lives, a full online Glossary explaining the key terms of the subject, and weblinks for every chapter that help take your learning further! 

Dr Frances Brassington is Senior Lecturer in Retail Management and Marketing at Oxford Brookes University

Dr Stephen Pettitt is Deputy Vice-chancellor of the University of Bedfordshire

In association with The Decision Group, based in the Netherlands, Marketing in Practice Case Studies gives instructors and students the opportunity to listen and see real-world marketing directors and learn about the decisions they make that impact their companies.

Filled with lively interviews, additional company information, questions and weblinks, this DVD can be sold as a stand-alone or bundled with any marketing textbook.

Marketing In Practice Case Studies DVD includes the following companies:

Slow market growth and increasing competition are affecting this strong brand. Learn what options might be available: Brand Extensions, New Market Segments, or Optimising Distribution

How do you introduce a lifestyle product (Barcardi Breezer) with limited funds while overcoming ethical issues concerning underage drinking? Find out how to leverage the equity of the Barcardi brand and position the company to succeed.

How do you increase market share with an old established brand? With increasing competition, new niches need to be found. Success depends on effective distribution, innovation and marketing communication.