Essentials of Marketing 5e provides a vibrant & accessible introduction to Marketing providing concise & accessible coverage of: * traditional marketing techniques & theories * the practical & tactical decision-making processes involved in marketing * up-to-date topics such as corporate social responsibility social media & ethics. The book takes a practical approach with plentiful examples & up-to-date case studies complimented by a full range of online resources including video cases for every chapter & new author podcasts making this book perfect for undergraduates taking a one semester introductory marketing course.