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Marketing is the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority with a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' DVD.
The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant.
Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing, helping students develop their knowledge and encourage critical thinking.
It provides powerful learning insights into marketing theory and practice, through a series of ‘Insight’ features - Case, Practitioner, Marketing, Academic and Research Insights.
Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student’s marketing or business degree.
THE INSIGHTS ARE VERY GOOD - CONTEMPORARY AND RELEVANT
Matthew Wood, University of Brighton
Case Insights
Case Insights start each chapter, and are based on an interview with a real marketing practitioner from a real organisation. Read more...
Practitioner Insights
Linked with the Case insights in the textbook, these ten minute video interviews give your students insights into what marketing practitioners actually do and the decisions they have to make. Read more...
Market Insights
Market Insights provide insights into an aspect of a company's marketing, and are followed by three questions for students to consider. Read more...
Academic Insights
Ten minute long guest lectures for each chapter of the book, giving students the opportunity to hear from experts from other universities. Read more...
Research Insights
They reference a seminal paper, and explain why it is important. Research Insights encourage students to read the seminal papers within each topic. Read more...
