Learn the skills you need to succeed in your marketing course with this accessible guide. Essentials of Marketing, 7th edition, by Jim Blythe serves as a lively introduction to marketing. The text adopts a practical approach, covering traditional marketing techniques and theories as well as providing the most up-to-date perspectives. Using contemporary case studies, in-chapter examples, and suggestions for further reading, the book helps you to engage with the core principles of modern marketing and develop your critical thinking skills. Now in its 7th edition, the text includes increased content on digital marketing, new sections on 'thinking ethically' about marketing, and a full range of online resources to enhance your learning experience. Designed for undergraduate and CIM students, this book provides all the support you need to excel in your discipline. This title also comes with a companion website.