Essentials of Marketing

Theory and Practice for a Marketing Career
1. Auflage 2022
ISBN: 978-0-367-77341-0
Verlag: Routledge

Buch, Englisch, 492 Seiten, Format (B × H): 175 mm x 250 mm, Gewicht: 1047 g

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.

Zielgruppe

Postgraduate and Undergraduate Core

Autoren/Hrsg.

Brown, David

Thompson, Alex

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Acknowledgements, Introduction, PART 1: MARKETING AND ENVIRONMENT, 1. The Meaning of Marketing, 2. Strategic Planning, 3.Market Research, 4.The Marketing Environment, PART 2: MARKETING STRATEGY AND ANALYSIS, 5. Segmentation, Targeting, and Positioning, 6. Products, 7. Brands and Brand Management, 8. Pricing, PART 3: BEHAVIOUR AND RELATIONSHIPS, 9. Consumer and Buyer Behaviour, 10. Marketing Ethics, Sustainability and Corporate Social Responsibility, 11. Services, Relationship and Internal Marketing, PART 4: COMMUNICATING, SELLING, MEASURING, 12. Principles of Integrated Marketing Communications, 13, Advertising, Sales Promotion, Public Relations and Sponsorship, 14. Personal Selling and Sales Management, 15. Channel Management, 16. Digital Marketing, Index

Über Autor(innen)

David M Brown is a marketing academic and leader of the PhD programme at Newcastle Business School, Northumbria University. A qualified teacher with 18 years’ industrial experience, David has led modules and programmes at all levels in the UK and overseas. As a visiting academic at Exeter University, England, he leads an executive MBA module, whilst elsewhere he acts as an external examiner of doctoral submissions, taught courses and programme validation events for English, Scottish, and Australian institutions.

Alexander Thompson is a senior lecturer at the University of Exeter, where he teaches marketing courses and leads the MSc in international business programme. He is passionate about marketing. His research focuses on small-firm entrepreneurship, ethnographic research, and socio-cultural approaches to marketing. In addition to his academic activities, Alex works on numerous marketing research consultancy projects that are centred on helping organisations better understand the voice of their customers. He holds a bachelor of arts degree in cultural anthropology from the College of Wooster, an MBA from Central Michigan University, and a PhD from Imperial College.