Principles and Practice of Marketing, 4th edition, is the essential text for all marketing students. With its established authority and reputation, the new edition of this flagship textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level.

The fourth edition leads the field of marketing textbooks with new coverage on emerging topics led by contemporary practice and informed by recent research. This thorough revision also offers lecturers and students a range of exciting new cases, vignettes and adverts, a variety of new Internet Exercises, Ethical Dilemmas and Chapter Reviews, and a complete package of extra resources online.