Professional Studies for Screen-Based Media
Foundation Degree South West
Defining Marketing

Further reading


To understand more about what marketing is and does any introductory marketing text will do. In the UK you might try Kotler, Armstrong, Sauders and Wong, (2001), chapters 1 and 2, or Brassington and Pettitt, (2000), chapter 1.

If you are ambitious and interested in understanding more about consumption, including criticisms of marketing, you might try reading Gabriel and Lang, (1995)

Brassington, F and Pettitt, S, (2000), Principles of Marketing, Second Edition, Prentice Hall, Harlow

Hoffman ,D & Novak, T, (1996), ‘Marketing in Hypermedia Computer-mediated Environments: Conceptual Foundations’, Journal of Marketing, Vol 60(July), pp50-68

Gabriel, Y & Lang, T, (1995), The Unmanageable Consumer, Sage, London

Kotler, P, Armstrong, G, Saunders, J and Wong, V, (2001), Principles of Marketing: Third European Edition, Prentice Hall, Harlow