Marketing

An Introduction
Third Auflage
ISBN: 978-1-4462-6647-2
Verlag: SAGE Publications

Buch, Englisch, 544 Seiten

If you’re reading this, the chances are you’re enrolled on an introductory marketing course and considering whether to buy this textbook or not. You are probably looking for something that covers everything in your course without being large and expensive. You would probably also like a colourful user-friendly text that uses simple English and makes the subject fun and easy to get to grips with. Marketing: An Introduction is tailor-made for you.

This new edition has been further improved to include:

- Buzz topics in marketing which you will need to engage with to achieve top grades such as digital marketing, global marketing and marketing ethics

- An even greater emphasis on employability and marketing in the workplace to help you think about what you want to do beyond university life and how you transfer your new knowledge of marketing into the real world

- More fun activities to try with your classmates or outside the classroom as private study

- Improved video content on the companion website to help bring alive what you are learning

- An interactive e-book and mobile study.

This textbook is essential to anyone studying marketing for the first time at university.

Autoren/Hrsg.

Masterson, Rosalind

Pickton, David

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

PART ONE: THIS IS MARKETING
Marketing Today
The marketing environment
PART TWO: MAKING SENSE OF MARKETS
Buyer behaviour
Market segmentation, targeting and positioning
Marketing research
PART THREE: THE MARKETING MIX
Product
Service products
Promotion (marketing communications)
Place
Price
PART FOUR: MANAGING MARKETING
Building brands using the marketing mix
Marketing planning

Über Autor(innen)

Pickton, David
David Pickton is Honorary Academic Fellow at De Montfort University having been founding member of its academic Marketing Department and its Head. He is Visiting Academic at the Universities of Birmingham, UK, and Vienna, Austria. He has been visiting lecturer and external examiner at over 20 universities in the UK and internationally.
He is an Editorial Board member of the ‘Journal of Marketing Communications’, ‘Innovative Marketing Journal’, and ‘Marketing Intelligence and Planning’, and, previously, on the ‘Journal of Brand Management’ and ‘Corporate Communications: An International Journal’. He has written numerous articles and contributed to various academic texts.
His commercial experience includes marketing management positions on both the client and agency sides of industry, directorship of his own business consultancy and providing executive marketing and management training.
His professional affiliations include Fellowships of the Chartered Institute of Marketing, the Royal Society of Arts and the Higher Education Academy.

Masterson, Rosalind
Rosalind Masterson was a Principal Lecturer at De Montfort University until 2013. She has taught extensively, and has been subject and programme leader, at both undergraduate and postgraduate levels. This book came about as part of an extensive re-design of the university’s core first year undergraduate module: Principles of Marketing. She has taught, and been external examiner, at a number of universities during an academic career spanning twenty years.

Rosalind’s commercial experience includes sales and marketing positions within IBM and Marketing Management for an IT consultancy. She ran her own marketing consultancy and freelance copywriting business for ten years.
Ros is a Chartered Institute of Marketing Chartered Marketer, a Member of the Academy of Marketing and a Fellow of the Institute of Higher Education.