Essentials of Marketing Theory and Practice for a Marketing Career
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This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach. Essentials of Marketing is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success. The book demystifies theory by placing it in contexts which are recognisable to a diverse readership, using real-life case studies and examples designed to engage today’s technologically savvy and internationally oriented students. The book includes a comprehensive running case study in which readers are invited to adopt the roles of marketing assistant, marketing manager, and marketing director within regional markets, applying the knowledge that they have learned in each chapter into modern, realistic contexts, which simulate a marketing career. Key features to aid learning and comprehension include case studies, chapter objectives and summaries, key learning points, and key questions. With a uniquely accessible and applied approach, Essentials of Marketing is designed as a core text for undergraduate and postgraduate students studying Introduction to marketing, marketing management, and principles of marketing modules. Digital learning resources include a comprehensive instructor’s manual to guide interaction with the applied case study, PowerPoint slides, and a test bank.
PART 1: MARKETING AND ENVIRONMENT
- The Meaning of Marketing
- Strategic Planning
- Market Research
- The Marketing Environment
- Segmentation, Targeting & Positioning
- Brands and Brand Management
- Buyer Behaviour
- Marketing Ethics, Sustainability and Corporate Social Responsibility
- Services, Relationship and Internal Marketing
- Principles of Integrated Marketing Communications
- Advertising, Sales Promotion, Public Relations and Sponsorship
- Personal Selling & Sales Management
- Channel Management
- Digital Marketing
PART 2: MARKETING STRATEGY AND ANALYSIS
PART 3: BEHAVIOUR AND RELATIONSHIPS
PART 4: COMMUNICATING, SELLING, MEASURING
This book provides a number of valuable insights into the basics of marketing, in order to give students a broad foundation to build on. The text uses relevant examples that students can easily relate to – while asking pertinent questions, which further develop the thought processes that facilitate the understanding of marketing. It is written in a very clear and easy-to-read format, enabling key points to be covered in a very time-efficient approach. The information used in the book is very up to date and will help students to frame contemporary marketing concepts in an academic manner. The authors have clearly invested key elements of their knowledge and experience into this text book!
Jessica Lichy HDR, PhD, MBA
Essentials of Marketing is a comprehensive and engaging book which provides up to date and modern insights into marketing. What I like most about this textbook is its ability to blend seamlessly theoretical content, case insights and online support for students. Each topic is communicated in an easy to read format and key topics are separated out into four key parts making it easy for students understand the key processes in marketing strategy. This textbook is a must for any introductory marketing courses. I highly recommend it.
Dr Madeline Powell
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