Foundations of marketing

This introductory text examines marketing within the context of a dynamic, contemporary environment. The author is really in-tune with the students, explaining theoretical concepts effectively, using a wide range of mini cases that bring the subject alive – from Kit Kats to Harry Potter, from obesity to the rejuvenation of the Skoda brand.

Groucutt’s passion for the subject is clear as he offers a contemporary view of marketing, reflecting complex changes within both society and business, through a development of the marketing mix beyond the traditional 4P and 7P frameworks to encompass a new 10P framework.