ISBN 9781485131168
Author Cant
Edition 6th


This edition of Essentials of Marketing once again has a hands-on approach, giving practical explanations of the marketing principles in a business. A number of fundamental aspects of marketing are explained in a logical and understandable way, from the environment in which a business operates to the development of an integrated marketing strategy.

  • Two new chapters:

o    Segmenting business markets, choosing target markets and positioning products

o    Services marketing

  • Test yourself questions

Case studies

Support Material

  • MCQs
  • Powerpoint slides
  • Case studies