Ten and a Half Lessons in Marketing

A Practical Guide to Key Concepts
Erscheinungsjahr 2026
ISBN: 978-3-032-09727-9
Verlag: Palgrave Macmillan

Buch, Englisch, 10 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 353 g

This uniquely accessible textbook offers students and field practitioners a series of insightful lessons on marketing, each exploring a distinct theme. Unlike traditional textbooks, this easy-to-read guide emphasizes creativity and conceptual understanding, allowing you to engage with topics based on your interests without following a fixed order, resulting in a broader understanding of marketing principles and their real-world applications.

The chapters cover a range of key concepts, including:

• The evolution of marketing definitions
• The fundamentals of positioning
• Branding and how it shapes consumer perceptions
• Social marketing and its transformative potential
• The intricacies of pricing strategies

Each lesson is enriched with real-world examples and illustrations, providing practical insights and making abstract concepts tangible.

This book is an invaluable resource for undergraduate and postgraduate students in Marketing, Management, and Business, as well as practitioners seeking a contemporary update on marketing concepts. By offering a modular, concept-based approach, this book invites you to explore marketing's role and significance in today's dynamic marketspace, encouraging critical reflection and independent thinking. Whether you're a student or a professional, this book provides the tools to deepen your understanding of marketing and its impact on the world around us.

Zielgruppe

Upper undergraduate

Autoren/Hrsg.

Vilar, Emílio Távora

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1/2. “The Times They Are A-Changin'” - Introduction.- 1. “It's Not Me, It's You” - What is Marketing and What it is Not.- 2. “First Things First” - Basic Marketing Concepts.- 3. “You Are Always on My Mind” - Positioning Revisited.- 4. “At Your Service” - Services Marketing.- 5. “Where, When and How” - Distribution Revisited.- 6. “The Price is Right” - Pricing Strategies and Tactics Revisited.- 7. “Are You Talking to Me?” - Communications Revisited.- 8. “What’s in a Name?” - Branding Revisited.- 9. “Is This the Real Thing?” - The Image and the Visual Identity.- 10. “Doing Good by Doing Well” - Social Marketing Clarified.

Über Autor(innen)

Emílio Távora Vilar is a Full Professor at the University of Lisbon with more than 30 years of experience teaching design, marketing, and management-related courses to both undergraduate and postgraduate students in Design and Art. He holds a degree in Communication Design, an MBA in Design Management, and a PhD in Management specialising in Marketing. Over the years, Emílio Vilar has coordinated the undergraduate and master's programmes in Communication Design and has led or contributed to their ongoing reformulation. He has also served as Vice Dean and President of the Pedagogical Council. Alongside his academic roles, he is the author of five books and has published over 50 research papers.