Marketing

Marketing is the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority and a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' DVD. The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant. Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing, helping students develop their knowledge and encourage critical thinking. It provides learning insights into marketing theory and practice, through a series of "Insight" features - Case, Practitioner, Marketing, Academic and Research Insights. Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student's marketing or business degree. Online Resource Centre and DVD: For Lecturers: Extensive supplementary digital material featuring video clips of interviews with the marketing practitioners from the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. Also comprises case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching. For Students: Provides multiple-choice questions, web-based research activities and abstracts from seminal papers to help students test their own learning.PART 1: MARKETING FUNDAMENTALS; 1. Marketing in Society; 2. The Marketing Environment and Competitor Analysis; 3. Marketing Psychology and Consumer Buyer Behaviour; 4. Market Research and Marketing Information Systems; PART 2: PRINCIPLES OF MARKETING MANAGEMENT; 5. Marketing Strategy; 6. Market Segmentation and Positioning; 7. Market Development and International Marketing; 8. Marketing Implementation and Control; PART 3: THE MARKETING MIX PRINCIPLE; 9. Products, Services and Branding Decisions; 10. Price Decisions; 11. An Introduction to Marketing Communications; 12. Marketing Communications: Tools and Techniques; 13. Managing Marketing Communications: Planning and Implementation; 14. Retailing and Channel Management; PART 4: PRINCIPLES OF RELATIONAL MARKETING; 15. Services Marketing and Non-profit Marketing; 16. Business-to-Business Marketing and Key Account Management; 17. Relationship Marketing and Customer Service Management; PART 5: CONTEMPORARY MARKETING PRACTICE; 18. New Technology and Marketing; 19. Post-modern Marketing; 20. Marketing Ethics and Corporate Social Responsibility