The Marketing Book

`This is an essential starting point for any student wanting the most comprehensive survey of marketing theory and practice available today. You cannot beat it.' - Professor Mark Tadajewski, Durham University, UK

`This is the go-to book of the marketing discipline - comprehensive, thought-provoking and utterly dependable. Its contribution reaches way beyond the business school. As a social marketer, I have worked for many years with colleagues in public health and often think how much they could learn from it. I have in mind not just the finer points of sustained behaviour change which marketers have mastered with such skill and which this text elucidates so well, but also the invaluable insights it provides into the methods of their competitors - what Margaret Chan, Director-General of WHO, calls `Big Tobacco, Big Food, Big Soda, and Big Alcohol' and whose powerful business interests, she reminds us, have to be combatted if public health is to prevail. The Marketing Book is the ideal user-manual for this vital work.' - Professor Gerard Hastings, The Institute for Social Marketing, University of Stirling, UK

`Marketing has seen huge changes over the last 20 years with the opportunity from new digital media and technologies which have been enthusiastically adopted by consumers and businesses alike. Yet, the fundamentals of successful marketing remain the same and, for me, The Marketing Book, is the best single source to rapidly learn and return to for the core principles of applied marketing strategy from the leading specialists in the UK.' - Dr Dave Chaffey. Digital Marketing Strategist, Publisher of digital marketing education site: www.SmartInsights.com and co-author: Emarketing Excellence: Planning and Optimizing your Digital Marketing (also by Routledge)