Essentials of Marketing
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Product details:
- Publisher Oxford University Press
- Date of Publication 13 December 2012
- ISBN 9780199646500
- Binding Paperback
- No. of pages440 pages
- Size 246x190x17 mm
- Weight 827 g
- Language English
- Illustrations 79 photos and 68 figures 0
Categories
Short description:
Packed full of exciting and stimulating cases from organizations such as Twitter, Foursquare, and WOMAD, this text, written by these best-selling authors, encourages you to consider how you would tackle the real marketing challenges and issues encountered by professionals on a daily basis.
MoreLong description:
Are you motivated by learning from marketers at top organizations like Apple and IKEA?
Are you excited by the prolific growth in social media and its implications for marketing?
Do you need a fresh and concise introduction to marketing?
Then look no further,as Essentials of Marketing has arrived!
Packed full of exciting and stimulating cases from organizations such as Twitter, Foursquare, and WOMAD, this text, written by these best-selling authors, encourages you to consider how you would tackle the real marketing challenges and issues encountered by professionals on a daily basis.
Fundamental marketing concepts are presented clearly, and illustrated by a wealth of European and international examples. In addition, links to classic and contemporary research papers introduce you to influential academic contributions to marketing.
Essentials of Marketing is the must-have textbook for students looking to shine and excel in their marketing studies and future careers.
Lecturers and students are provided with truly innovative online resources which are carefully integrated with the textbook.
For lecturers:
? Exclusive video interviews of marketers from well-known organizations including 3M and Innocent
? A fantastic bank of additional resources including PowerPoint slides, a test bank, and tutorial activities
For students:
? Learn from the top recruitment professionals about the attributes they look for in graduates
? Explore exciting developments in digital marketing and social media
? Check your understanding with a wealth of multiple-choice questions, worksheets, and activities
Part 1. 1.Marketing Principles and Society; 2.The Global Marketing Environment; 3.Understanding Consumer Behaviour; 4.Marketing Research; Part 2. 5.Marketing Strategy; 6.Market Segmentation and Positioning; Part 3. 7.Products, Services and Branding Decisions; 8.Price Decisions; 9.An Overview of Marketing Communications; 10.Managing Marketing Communications; 11.Retailing and Channel Management; Part 4. 12.Services Marketing and
CRM
With content on digital marketing and social media integrated throughout the book.
An absolute must for all marketing students! This text provides outstanding coverage of core marking knowledge underpinned by relevant, new and up-to-date cases
Table of Contents:
Part 1. Marketing Fundamentals
Marketing Principles and Society
The Global Marketing Environment
Understanding Consumer Behaviour
Marketing Research
Part 2. Principles of Marketing Management
Marketing Strategy
Market Segmentation and Positioning
Part 3. The Marketing Mix Principle
Products, Services and Branding Decisions
Price Decisions
An Overview of Marketing Communications
Managing Marketing Communications
Retailing and Channel Management
Part 4. Principles of Relational Marketing
Services Marketing and CRM
