This website is dedicated to a better understanding of marketing as a business discipline.

You will discover how an understanding of a marketing philosophy and marketing theory can be applied to achieve the marketing objectives of the organisation and achieve a sustainable competitive advantage. 

This website distributes two absolutely free marketing e-books and complementary content, activities, and exemplars – absolutely free means no subscriptions, no credit card requests, no names, no annoying emails, and no other nonsense.

In many respects, the e-books work in partnership, one is a comprehensive academic treatise and an ideal academic reference – the other is a concise and detailed summation of the application of the philosophy and theory of marketing within a contemporary organisation.

The Marketing Concept: philosophy, theory, and application is a distillation and synthesises of the best classic and contemporary academic marketing literature. A treatise of over 900 of the best journal articles, this e-book is an excellent reference for marketing academics, business students, and businesspeople. In a world of questionable social media opinions, this e-book provides confidence through an academic rigor that is extremely rare. Now in its 11^thedition, the uptake of the Marketing Concept: philosophy, theory, and application has been beyond expectations. As an academic treatise, it takes time and effort to read, however, the rewards of the reading a synthesis of the finest marketing research will be worth the effort.

The Marketing Concept: a business perspective is a CONCISE, yet detailed, discussion on what is marketing and how it can be applied by business. The e-book explores how through best satisfying customers – organisations can best satisfy their own needs. The fundamentals of marketing are explained in an easy-to-read format. Most importantly, the steps to achieving a sustainable competitive advantage through a better understanding of the business-marketing planning process are outlined and explained.

The Marketing Concept: a business perspective is an ideal introduction to marketing. As one reader stated – ‘I would recommend this to time poor businesspeople’. 

marketing tutorials

the companion content for each module of the e-book is presented in a tutorial and visual learning format – including PowerPoint slides, videos, and  explanatory notes.

marketing activities

to accelerate learning and increase retention, familiar and typical marketing situations are presented [analogical learning]