Introduction to Marketing

Reviews / Votes

A welcome and refreshing addition to the marketing landscape. The book is noteworthy in that it deals effectively with the main tenets of marketing theory, but also adds great value in developing further insights on employability and skills, encouraging readers to reflect in context. With novel and current cases and contemporary insights, this text is a great resource for students and practitioners alike. * John M. Rudd, Professor of Marketing, Warwick Business School, UK * Corcoran's text is refreshingly student-centric, asking the very questions my students raise in class and answering them with clarity and brevity. The role profiles stand out as a particularly valuable feature, giving students a direct window into careers they aspire to. Combined with the engaging running case that threads concepts together, this book makes marketing both accessible and immediately relevant. * Summer Shelton, Assistant Professor of Marketing, University of Cincinnati, USA * Andrew Corcoran's Introduction to Marketing is a comprehensive and accessible guide for both students and practitioners. With its innovative structure, pedagogical examples, thought-provoking questions, and casebased approach, the book not only explains key concepts but also encourages critical reflection. By addressing contemporary challenges such as digitalization, it positions itself as an indispensable resource for understanding marketing in today's dynamic business environment. * Einar Iveroth, Associate Professor, Uppsala University, Sweden * This is an excellent textbook: modern, engaging, and refreshingly up to date in its approach. I particularly value the way sustainability is woven throughout the key topics, giving students an understanding of marketing that feels both relevant and future-focused. The content is structured clearly, written in accessible language, and will resonate strongly with students. A rich variety of contemporary cases and examples makes learning both practical and enjoyable. * Rushana Khusainova, Senior Lecturer in Marketing, University of Bristol Business School, UK * If you are looking to teach and learn marketing from a contemporary perspective, you need not look any further. Corcoran not only covers the essential marketing fundamentals, but also integrates key differentiators such as societal impacts and sustainability, making this text both relevant and forward-looking. * Richie L. Liu, Associate Professor of Marketing, Xavier University, USA * Andrew Corcoran's Introduction to Marketing not only integrates fundamental marketing knowledge, but also conveys a strong emphasis on employability, enabling students to understand the link between classroom learning and its relevance to industry and career pathways. Equally significant is its focus on sustainability, which positions marketing as a discipline with both commercial and societal responsibilities, and its focus on digital technologies that have redefined what is possible in marketing - fostering innovation, efficiency, and deeper consumer relationships. * Allison Ringer, Senior Lecturer in Marketing, Deakin University, Australia * This textbook offers a refreshingly action-oriented approach, making marketing feel both lived and relevant. Rather than simply presenting concepts, it invites students to engage critically-encouraging them to explore not only what marketing is, but how it operates within the contexts they know and navigate. The reflective prompts throughout foster deeper connections between theory and personal experience, helping learners translate established models into practical competence. Thoughtfully structured and highly applicable, this resource will resonate with students and practitioners seeking to develop meaningful, real-world marketing skills. * Rachel Duffy, Lecturer in Marketing, University of Kent, UK *