Are you motivated by learning from marketers at top organizations like Apple and IKEA? Are you excited by the prolific growth in social media and its implications for marketing? Do you need a fresh and concise introduction to marketing? Then look no further,as Essentials of Marketing has arrived! Why choose this book? Packed full of exciting and stimulating cases from organizations such as Twitter, Foursquare, and WOMAD, this text, written by these best-selling authors, encourages you to consider how you would tackle the real marketing challenges and issues encountered by professionals on a daily basis. Fundamental marketing concepts are presented clearly, and illustrated by a wealth of European and international examples. In addition, links to classic and contemporary research papers introduce you to influential academic contributions to marketing. Essentials of Marketing, the South Asian Edition, is the must-have textbook for students looking to shine and excel in their marketing studies and future careers.

Part 1. Marketing Fundamentals
Chapter 1. Marketing Principles and Society
Chapter 2. The Global Marketing Environment
Chapter 3. Understanding Consumer Behaviour
Chapter 4. Marketing Research
Part 2. Principles of Marketing Management
Chapter 5. Marketing Strategy
Chapter 6. Market Segmentation and Positioning
Part 3. The Marketing Mix Principle
Chapter 7. Products, Services and Branding Decisions
Chapter 8. Price Decisions
Chapter 9. An Overview of Marketing Communications
Chapter 10. Managing Marketing Communications
Chapter 11. Retailing and Channel Management
Part 4. Principles of Relational Marketing
Chapter 12 Services Marketing and CRM