If you're new to studying marketing and looking for an engaging, straight-forward, and contemporary introduction to the field, this is the textbook for you! The Second Edition of Marketing: An Introduction gives you a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies. Each chapter contains activities, focus boxes, and self-test questions, encouraging you to take an active role and apply what you've learned to your own experience. The book covers; the marketing environment, making sense of markets and buyer behavior, the marketing mix (the 7 Ps) and managing marketing. Key Features Packed with activities and applications, it integrates the principles of marketing theory with the practice of marketing in the real world Marketing challenges in each chapter illustrate decisions that face practitioners day-to-day, encouraging you to reflect on how you'd handle situations in your future career E-focus, CRM focus, ethical focus, b2b focus and global focus boxes present hot topics in marketing and help you to relate these to your own experience End of chapter mini case studies featuring a range of organizations, products and techniques provide further illustrations of marketing in practice Designed specifically for students new to marketing, the Second Edition of this much-loved book provides you with all you need know to succeed in your introductory course.