• Sign In
  • Help
  • My Basket0
Introduction to Marketing: Theory and Practice (Paperback)
  • Introduction to Marketing: Theory and Practice (Paperback)
zoom

Introduction to Marketing: Theory and Practice (Paperback)

(author)
1 Review Sign in to write a review
£34.99
Paperback 576 Pages / Published: 29/01/2009
  • We can order this

Usually despatched within 1 week

  • This item has been added to your basket

Check Marketplace availability

Drawing on disciplines such as economics, sociology and psychology, Introduction to Marketing encourages readers to critically analyse marketing frameworks, and discuss alternative options. Consideration is given to marketing problems, and students are invited to debate issues surrounding these, such as potential causes and effects, rather than be presented with prescriptive solutions. A chapter on responsible marketing has been added for the new edition, addressing topics such as ethics, corporate responsibility and sustainability, and assessing the impact of these topics on the field of marketing. Content on services marketing has now been integrated throughout the book, reflecting the changing nature of services and acknowledging the move towards service based industries. The new edition maintains a four part structure, beginning with the fundamentals of the marketing environment and outlining what marketing really is. Part two considers customers and how they are central to marketing activities, and part three looks at the marketing mix.The text concludes by bringing the key themes together with discussion of marketing management of marketing and marketing in an international context. Through reading the text students will gain a holistic understanding of marketing and how one area may impact on another. A wealth of pedagogical features including case studies and application boxes highlight the link between theory and practice. Key issues surrounding the internet and social responsibility are integrated throughout the text, ensuring students understand the importance and relevance of outside influences on a company's marketing decisions and actions. The textbook is accompanied by an online resource centre and all resources will be updated for the new edition. Suggested answers to case study review questions have been added to the lecturer part of the site for this edition.The online resource centre features comprise: Online Resource Centre Lecturer resources: Suggested answers to case study review questions Suggested answers to chapter review questions Additional discussion points PowerPoint slides Lecturer guidelines to accompany the PowerPoint slides Test bank of questions Student resources: Additional suggested reading Case studies with questions Additional chapter review questions Multiple choice questions Web exercises Web links

Publisher: Oxford University Press
ISBN: 9780199557448
Number of pages: 576
Weight: 1244 g
Dimensions: 246 x 190 x 24 mm
Edition: 2nd Revised edition

You may also be interested in...

Facebook Marketing All-in-One For Dummies
Added to basket
The Fire Engine That Disappeared
Added to basket
Growth Hacker Marketing
Added to basket
Build a Brand in 30 Days
Added to basket
Ogilvy on Advertising in the Digital Age
Added to basket
Web Marketing All-in-One For Dummies
Added to basket
Sales for Non-Salespeople
Added to basket
Marketing For Dummies
Added to basket
The Sales Bible, New Edition
Added to basket
Hooked
Added to basket
£12.99
Hardback
The 22 Immutable Laws Of Marketing
Added to basket
Life's A Pitch
Added to basket
The Sell
Added to basket
£14.99
Paperback
Raving Fans!
Added to basket
£7.99
Paperback

Reviews

View all

“Excellent book!!”

Having read this book in the space of two months for the purpose of my degree I found it really interesting. It also helps the reader to expand their overall knowledge of marketing regardless of having studied the... More

Paperback edition
17th December 2010
Helpful? Upvote 2

Please sign in to write a review

Your review has been submitted successfully.