| Description | | - Structured to meet the needs of a one semester introductory Marketing module, with concise coverage and logical structure.
- Strong on critical theory, whilst maintaining accessibility.
- Strong on contemporary marketing issues such as use of the internet, ethics, and relationship marketing.
- Case Studies and Vignettes in every chapter, showing real life applications of theory and raising questions for discussion.
- Online Resource Centre for students with self testing multiple choice questions, additional reading material and web-based exercises.
- Online Resource Centre for lecturers providing lecture notes, powerpoint slides, and 400 item multiple choice question test bank.
| Introduction to Marketing
provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. Combining academic credibility with an established reputation for his clear writing style, Palmer's book is ideal as a one-semester introductory title for students studying at both undergraduate and postgraduate level.
The book begins by
presenting the underlying theoretical bases of marketing that are often borrowed from the disciplines of economics, sociology and psychology. Practical application of these theories is provided through case studies and vignettes that are included in each chapter. These practical applications highlight some of the shortcomings of established frameworks for the study of marketing, and the reader is
encouraged to formulate alternative frameworks. This book tries not to present prescriptive solutions to marketing problems, but encourages debate about causes and effects. Underlying much of the discussion in this book is the interplay between marketing as a science and as a creative art. Current developments in the Internet are reflected in the case studies and vignettes in each chapter, and
the growing recognition of the social responsibilities of marketing is stressed throughout the book.
The book has been divided into fourteen chapters arranged in four parts. In the real world, however, marketing cannot be neatly compartmentalised in this way. With a holistic vision, it will be seen that any change in one aspect of marketing is likely to have consequences on other aspects.
Chapter summaries and case studies help to stress these linkages and provide integrative perspectives.
ONLINE RESOURCE CENTRE
For lecturers: answers to case study review questions, suggested answers to chapter review questions, additional discussion points, lecturer guidelines to accompany the PowerPoint slides, test bank.
For students: additional suggested reading, case
studies with case questions, addional chapter review questions, multiple choice questions, web exercises, web links.
|
Readership: Ideal for students undertaking one semester introductory marketing courses at both undergraduate and postgraduate level (e.g. BA Business Studies, MBA, non-business Combined Studies)
| Contents |
MARKETING: THE FUNDAMENTALS
1.
What is Marketing?
2.
The Marketing Environment
UNDERSTANDING CUSTOMERS
3.
Buyer Behaviour and Relationship Development
4.
Marketing Research
5.
Segmentation and Positioning
DEVELOPING THE MARKETING MIX
6.
Competitor Analysis and the Development of a Brand
7.
Developing the Product
8.
Pricing
9.
Distribution
10.
Introduction to Promotion Planning
11.
Developing the Promotion Mix
BRINGING IT TOGETHER
12.
Managing the Marketing Effort
13.
The Marketing of Services
14.
Global Marketing
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| Authors, editors,
and contributors |
Adrian Palmer, Professor of Marketing, University of Wales, Swansea
|
The specification in this catalogue, including without
limitation price, format, extent, number of illustrations,
and month of publication, was as accurate as
possible at the time the catalogue was compiled.
Occasionally, due to the nature of some contractual restrictions, we
are unable to ship a specific product to a particular territory.
Jacket images are provisional and liable to change before publication.
|
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