Introduction to Marketing
Theory and Practice
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27 988 Ft
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Product details:
- Edition number 3
- Publisher OUP Oxford
- Date of Publication 29 March 2012
- ISBN 9780199602131
- Binding Paperback
- No. of pages576 pages
- Size 246x188x24 mm
- Weight 1240 g
- Language English 0
Categories
Short description:
This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.
MoreLong description:
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 addresses topics such as ethics, corporate responsibility and environmentalism, and assesses the impact of these topics on the field of marketing. Services marketing is integrated throughout the book, reflecting the changing nature of services and acknowledging the move towards service based industries.
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, digital marketing boxes and international marketing boxes, highlight the link between theory and practice. Key issues surrounding the internet, mobile marketing, social networking, social responsibility, and marketing in a recession are integrated throughout the text, ensuring students understand the importance and relevance of outside influences on a company's marketing decisions and actions.
Online Resource Centre
The textbook is accompanied by an Online Resource Centre and all resources have been updated for the new edition. The Online Resource Centre features comprise:
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
VLE content
Student resources:
Additional suggested reading
Additional case studies with questions
Additional chapter review questions
Multiple choice questions
Web exercises
Web links
Video suite containing links to useful video
Flashcard glossary
Table of Contents:
Part One: Marketing: The Fundamentals
What is Marketing?
The Marketing Environment
Socially Responsible Marketing
Part Two: Understanding Customers
Buyer Behaviour and Relationship Development
Marketing Research
Segmentation, Positioning and Targeting
Part Three: Developing the Marketing Mix
Competitor Analysis and Brand Development
Developing the Product
Pricing
Channel intermediaries
Marketing Communications
Part Four: Bringing it Together
Managing the Marketing Effort in a Global Environment
