1st Edition

Essentials of Marketing Theory and Practice for a Marketing Career

By David M. Brown, Alex Thompson Copyright 2023
    492 Pages 132 Color Illustrations
    by Routledge

    492 Pages 132 Color Illustrations
    by Routledge

    This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach. Essentials of Marketing is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success. The book demystifies theory by placing it in contexts which are recognisable to a diverse readership, using real-life case studies and examples designed to engage today’s technologically savvy and internationally oriented students. The book includes a comprehensive running case study in which readers are invited to adopt the roles of marketing assistant, marketing manager, and marketing director within regional markets, applying the knowledge that they have learned in each chapter into modern, realistic contexts, which simulate a marketing career. Key features to aid learning and comprehension include case studies, chapter objectives and summaries, key learning points, and key questions. With a uniquely accessible and applied approach, Essentials of Marketing is designed as a core text for undergraduate and postgraduate students studying Introduction to marketing, marketing management, and principles of marketing modules. Digital learning resources include a comprehensive instructor’s manual to guide interaction with the applied case study, PowerPoint slides, and a test bank.




    1. The Meaning of Marketing
    2. Strategic Planning
    3. Market Research
    4. The Marketing Environment

    6. Segmentation, Targeting & Positioning
    7. Products
    8. Brands and Brand Management
    9. Pricing

    11. Buyer Behaviour
    12. Marketing Ethics, Sustainability and Corporate Social Responsibility
    13. Services, Relationship and Internal Marketing

    15. Principles of Integrated Marketing Communications
    16. Advertising, Sales Promotion, Public Relations and Sponsorship
    17. Personal Selling & Sales Management
    18. Channel Management
    19. Digital Marketing



    David M Brown is a marketing academic and leader of the PhD programme at Newcastle Business School, Northumbria University. A qualified teacher with 18 years’ industrial experience, David has led modules and programmes at all levels in the UK and overseas. As a visiting academic at Exeter University, England, he leads an executive MBA module, whilst elsewhere he acts as an external examiner of doctoral submissions, taught courses and programme validation events for English, Scottish, and Australian institutions.

    Alexander Thompson is a senior lecturer at the University of Exeter, where he teaches marketing courses and leads the MSc in international business programme. He is passionate about marketing. His research focuses on small-firm entrepreneurship, ethnographic research, and socio-cultural approaches to marketing. In addition to his academic activities, Alex works on numerous marketing research consultancy projects that are centred on helping organisations better understand the voice of their customers. He holds a bachelor of arts degree in cultural anthropology from the College of Wooster, an MBA from Central Michigan University, and a PhD from Imperial College.

    This book provides a number of valuable insights into the basics of marketing, in order to give students a broad foundation to build on. The text uses relevant examples that students can easily relate to – while asking pertinent questions, which further develop the thought processes that facilitate the understanding of marketing. It is written in a very clear and easy-to-read format, enabling key points to be covered in a very time-efficient approach. The information used in the book is very up to date and will help students to frame contemporary marketing concepts in an academic manner. The authors have clearly invested key elements of their knowledge and experience into this text book! 

    Jessica Lichy HDR, PhD, MBA 


    Essentials of Marketing is a comprehensive and engaging book which provides up to date and modern insights into marketing. What I like most about this textbook is its ability to blend seamlessly theoretical content, case insights and online support for students. Each topic is communicated in an easy to read format and key topics are separated out into four key parts making it easy for students understand the key processes in marketing strategy. This textbook is a must for any introductory marketing courses. I highly recommend it.

    Dr Madeline Powell