This book both explains the received wisdom about marketing and at the same time provides the counter-arguments which moderate the debate. Principles & Practice of Marketing examines what marketing will and will not do, and seeks to strike a balance between academic thinking and practical experience. It is an ideal introduction for students new to marketing and to business generally, at undergraduate and postgraduate level. The author writes in an engaging, student-friendly style and he provides a wealth of interesting and relevant real world examples to show students how practice and theory overlap. Principles & Practice of Marketing is a full-service text both for lecturers and for their students. It provides an innovative, comprehensive set of ancillary material to make learning marketing a pleasure.
