You are here


An Introduction

Fifth Edition
Additional resources:

January 2021 | 560 pages | SAGE Publications Ltd

This easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice.

Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice.   

The new edition has been fully updated to include:

  • New case studies and examples, offering truly global perspectives.
  • Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory.
  • A new and fully streamlined companion website, featuring a range of resources for students and lecturers.

Focus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to.

The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study.

Chapter 1: Marketing Today
Chapter 2: The Marketing Environment
Chapter 3: Buyer Behaviour
Chapter 4: Market Segmentation, Targeting and Positioning
Chapter 5: Marketing Research
Chapter 6: Product
Chapter 7: Service Products
Chapter 8: Promotion (Marketing Communications)
Chapter 9: Place
Chapter 10: Price
Chapter 11: Building Brands: Using the Marketing Mix
Chapter 12: Marketing Planning


Click for online resources

Lecturer resources

  • PowerPoint Slides
  • Instructor's Manual
  • Testbank
  • Course Cartridge

Student Resources

  • Multiple Choice Questions
  • Further reading weblinks
  • Video Links
  • Podcasts
  • Flashcard Glossary

The content is just perfect for my level 4 marketing module

Dr Bernadette Mandawa-Bray
Faculty of Business and Law, De Montfort University
June 28, 2022

Excellent text for students on multi-disciplinary courses

Ms Louise Morby
Carnegie Faculty of Sports & Education, Leeds Beckett University
March 11, 2021

Rosalind Masterson

Rosalind Masterson has taught, and been external examiner, at a number of universities during an academic career spanning twenty years, most recently at De Montfort University. She has been Marketing Subject and Programme Leader at both undergraduate and postgraduate levels and was an Examiner for the Chartered Institute of Marketing. She has developed numerous teaching modules. Ros has a degree in English and American Literature and an MBA. Her commercial experience includes sales and marketing positions mainly within the IT industry. Before moving into academia full time, she ran her own marketing consultancy. More About Author

Nichola Phillips

Nichola Phillips is Associate Professor, Marketing at De Montfort University. Nichola has developed and delivered a wide range of marketing communications modules at undergraduate and postgraduate level and also served as Marketing Subject Leader. Nichola read Experimental Psychology at the University of Oxford before pursuing a career in Public Relations management, latterly as Divisional Director at the RED Consultancy, London. Nichola’s particular interest in digital marketing and social media stems from her work, both agency and client-side, for Microsoft’s MSN network of internet sites and services. Current research interests include... More About Author

David Pickton

David Pickton is Associate Director, Strategic Partnerships. He holds the title, ‘Honorary Academic Fellow’ from De Montfort University, Leicester, England, having been founding member and head of its academic Department of Marketing. He has been Editorial Board member of a variety of marketing journals and a visiting academic and external examiner at over 20 universities in the UK, Europe and Asia. He has contributed to various academic texts and has written numerous articles, being placed in the top 0.1% of researchers on (by 30-day views of his papers). His commercial experience includes marketing and... More About Author

Also available as a South Asia Edition.

Purchasing options

Please select a format:

ISBN: 9781526494573
ISBN: 9781526494580