About the book

Sally Dibb and Lyndon Simkin are a world-renowned author team. Their textbook Marketing: Concepts and Strategies has long been considered the introduction for students on principles of marketing courses. Now streamlined and made suitable for shorter courses, Marketing Essentials brings Dibb and Simkin’s well-established insight and accessible yet academically rigorous material to a new generation of students. Each chapter has been fully updated with topical, theoretical and practical material, lively examples, the views of practitioners and high quality graphics to aid students' understanding of marketing.