by Jonathan Groucutt and Cheryl Hopkins Business Briefings Series


This is a concise and practical book, strengthened significantly by the industry experience of the authors. It is a valuable resource for students in the application of marketing knowledge. -Sophie (Hsiao-Pei) Yang – Coventry University, UK
This book fills an important space in the market. Written in a clear and accessible style and with strong academic credibility, it prepares the reader for deeper study by laying out the groundwork of the discipline. This is a sound, robust and affordable introduction to marketing. -Paul Griseri, Middlesex University, UK