Marketing Essential principles, new realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research • introduction; • earning objectives; • chapter sub headings – key issues; • chapter summary; • exercises and questions for review and critical thinking. At the end of the book there are additional notes and references to support student learning. Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.