Marketing

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'Marketing' is a brand new undergraduate textbook offering students and lecturers an integrated learning solution that combines accessible narrative with a diverse range of electronic tools made available on the book's accompanying website and 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 to the student experience.

The Case Insight interviews with marketing practitioners at the start of each chapter capture students' interest in a new topic. Each chapter also features Marketing Insight boxes throughout. These learning features show how marketing problems have been solved in business and enable students to apply the theory learnt to real-world situations. The approach taken starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing to help students develop knowledge and encourage critical thinking.

Marketing is a 'text for life', purchased at level 1 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.

Case Insights
Case Insights start each chapter, and are based on an interview with a real marketing practitioner from a real organisation.

Practitioner Insights
Linked with the Case insights in the textbook, these ten minute video interviews give your students insights into what marketing practitioners actually do and the decisions they have to make.

Market Insights
Market Insights provide insights into an aspect of a company's marketing, and are followed by three questions for students to consider.

Academic Insights
Ten minute long guest lectures for each chapter of the book, giving students the opportunity to hear from experts from other universities.

Research Insights
They reference a seminal paper, and explain why it is important. Research Insights encourage students to read the seminal papers within each topic.

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Bli först med att recensera och betygsätt boken Marketing - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

"THE INSIGHTS ARE VERY GOOD - CONTEMPORARY AND RELEVANT" - Matthew Wood, University of Brighton

(Oxford)

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 MARKTEING PRACTICE; 18. New Technology and Marketing; 19. Post-modern Marketing; 20. Marketing Ethics and Corporate Social Responsibility

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