MBA Marketing

This book is an excellent resource for students on an MBA who have not previously studied marketing. It is written with them in mind and, although not as resource laden as books like Jobber or Brassington & Pettitt, it is more accessible and less daunting to MBA students.' - Roger Byatt, University of Portsmouth

This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.

This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course t