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Marketing : An Introduction by Rosalind Masterson, David Pickton and Nichola Phillips (2021, Trade Paperback)
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About this product
Product Identifiers
PublisherSAGE Publications, The Limited
ISBN-101526494574
ISBN-139781526494573
eBay Product ID (ePID)8050406898
Product Key Features
Number of Pages560 Pages
LanguageEnglish
Publication NameMarketing : an Introduction
SubjectMarketing / General, Consumer Behavior, Commerce, Marketing / Research
Publication Year2021
TypeTextbook
AuthorRosalind Masterson, David Pickton, Nichola Phillips
Subject AreaBusiness & Economics
FormatTrade Paperback
Dimensions
Item Height1.2 in
Item Weight35 Oz
Item Length9.8 in
Item Width7.5 in
Additional Product Features
Edition Number5
Intended AudienceCollege Audience
Dewey Edition23
IllustratedYes
Dewey Decimal658.8
Table Of ContentPART ONE: THIS IS MARKETING Chapter 1: Marketing Today Chapter 2: The Marketing Environment PART TWO: MAKING SENSE OF MARKETS Chapter 3: Buyer Behaviour Chapter 4: Market Segmentation, Targeting and Positioning Chapter 5: Marketing Research PART THREE: THE MARKETING MIX Chapter 6: Product Chapter 7: Service Products Chapter 8: Promotion (Marketing Communications) Chapter 9: Place Chapter 10: Price PART FOUR: MANAGING MARKETING Chapter 11: Building Brands: Using the Marketing Mix Chapter 12: Marketing Planning
SynopsisThis easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition has been fully updated to include: New case studies and examples, offering truly global perspectives. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory. A new and fully streamlined companion website, featuring a range of resources for students and lecturers. Focus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to. The new edition comes packed with features that can be used in class or for self-directed study., This highly accessible fifth edition continues to open windows to the world of marketing, with cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage them to relate theory to practice.
LC Classification NumberHF5415.M2955 2021
