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This really is THE text by which others are benchmarked.Brassington and Pettitt’s”Principles of Marketing” introduces the core concepts of advertising in a concise and readable format for short course provision. It is the second coffee for coffee lovers. The allure of the text would be using stimulating and up-to-date illustrations and examples – these actually help pupils of marketing to add insight into application and context.” Jonathan H Deacon, Head of Marketing and Entrepreneurship Subject Group, School of Business and Management, University of Wales College. Dr. Frances Brassington is a Senior Lecturer in Retail Management and Marketing at Oxford Brookes University. Dr. Stephen Pettitt is currently Deputy Vice-chancellor of the University of Luton.