'A very good course support that also offers students interesting and updated case studies to study in groups during tutorials. This book provides a good balance of theoretical concepts and managerial insights to offer the students a comprehensive introduction to the vast subject of marketing' - Veronique Pauwels-Delassus, IESEG School of Management
The Second Edition of Marketing: An Introduction gives students embarking on an introductory marketing course at undergraduate level a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies.
Each chapter contains activities, focus boxes, and self-test questions, encouraging you to take an active role and apply what you've learned to your own experience. The book covers; the marketing environment, making sense of markets and buyer behaviour, the marketing mix and managing marketing.
- Packed with activities and applications, it integrates the principles of marketing theory with the practice of marketing in the real world
- Marketing challenges in each chapter illustrate decisions that face practitioners day-to-day, encouraging students to reflect on how they would handle situations in their future careers
- E-focus, CRM focus, ethical focus, B2B focus and global focus boxes present hot topics in marketing and help you to relate these to students' own experience
- End of chapter mini case studies featuring a range of organizations, products and techniques provide further illustrations of marketing in practice
Designed specifically for students new to Marketing, the Second Edition of this much-loved book provides students with all they need know to succeed on their introductory course.