a comprehensive site for scholarly marketing articles



welcome to the world of marketing

academic articles for marketing students and practitioners



download the free e-book

probably, the most comprehensive absolutely free marketing textbook






the module previews

preview marketing theories and concepts

more downloads

bridging marketing theory & practice

case studies & exemplars

everyday marketing case studies reveal the application of marketing theory



“to provide quality marketing content – that is contemporary & absolutely free”


this site is a place for marketing students,  practitioners, and scholars to engage with classic and contemporary marketing knowledge

it is also a working site for marketing students to improve their knowledge of digital marketing and analytic tools

BTW: if you intend using themarketingconcept [e-book] as a teaching resource then please contact Dr Stephen Fanning



Many times I have revisited the e-book to provide guidance in my work and assist me with my clients.  There are many great ‘take-aways’, and the e-book unpacks marketing theory and arranges it into three mega-marketing concepts this saves time and adds value. Stephen is a leader in this area and having ongoing access to this resource is a valuable tool to have.

Keith F.

MBA graduate

I have used this e-book extensively in my teaching of undergraduate and postgraduate students. I find that the structure of the e-book allows students to easily grasp marketing theory and the application of marketing theory … in particular, I find that the circle of satisfaction explains and advances marketing – brilliantly.


Peter B.

lecturer & consultant

All documents remain the intellectual property of Dr. Stephen Fanning

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