Essentials of Marketing

Total pages
February 2023

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Essentials of Marketing


A thorough insight into the core marketing concepts using real-life examples. 


Essentials of Marketing, 8th edition, by Martin and Blythe offers the most up-to-date critical perspectives on traditional marketing theories as well as contemporary concepts, using recent global examples, case studies and activities based on real-life issues.



Hallmark features of this title

In-depth understanding of marketing

  • Practical approach: Student/new marketer focused coverage of traditional marketing techniques and theories as well as contemporary concepts.
  • The critical thinking section encourages students to think more deeply about marketing issues contained in the text.

Puts theory into practice

  • Latest case studies show how marketing theory is applied by companies in the real world.
  • Consideration of recent global developments helps students to see how topics in the text relate to business practice.

User-friendly structure

  • End-of-chapter review questions and activities allow students to apply the concepts and theories to different contexts.
  • Online resources: The book is complemented by a companion website, PowerPoint slides and an instructor's manual.

New to this Edition

‘This is an up-to-date, informative and easy to read textbook; essential for new marketers and students, giving them a breadth of knowledge to start their marketing careers.’ 

Dr. Julie Jones, Aberystwyth University

‘A very good text that allows for key areas in the subject to be defined, developed and explored.’ 

Graeme Price, University of Sunderland

New and updated features of this edition

The 8th edition has been extensively revised with new and updated content that keeps the text fresh and enhances the student learning experience.

New features include:
  • New case studies which keep the text current and relevant to today's students.
  • Updated contemporary examples reflect shifts in the business environment with greater emphasis on considerations like ethics, sustainability and fair trade.
  • A revised chapter on segmentation reflects the growing importance of the individual customer and customer persona characteristics.
  • An updated discussion around environmental and sustainability issues.
  • Additional coverage of recent global developments such as the Covid-19 pandemic, augmented reality, digital marketing and social media trends.
  • Reworked end-of-chapter review questions to aid retention.

Table of Contents

  1. What do marketers do?
  2. The marketing environment
  3. Consumer and buyer behaviour
  4. Segmentation, targeting and positioning
  5. Market research
  6. Products, branding and packaging
  7. Pricing strategies
  8. Distribution
  9. Marketing communications and promotional tools
  10. Marketing planning, implementation and control
  11. Services marketing
  12. Sustainable marketing




Jane Martin is a senior lecturer in marketing and Marketing Programme Leader at the University of Chester. She has taught in universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.

Professor Jim Blythe is the author of 18 textbooks and over 50 journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled and holds a private pilot's licence.