Offering a student-friendly introduction to marketing, this text covers all of the need to know basics in a clear and engaging manner. Marketing is an ideal text for students of all levels coming to the subject for first time.
Jonathan Groucutt is a Principal Lecturer in Marketing and Strategy at the Business School, Oxford Brookes University, UK. As well as teaching undergraduate, postgraduate and post experience students, he has been involved in module and programme development, both domestically and internationally and has extensive experience of teaching international students. He has written over forty business-related articles and is author of five business academic books, including Business Degree Success (2008) and Foundations of Marketing (2005), both published by Palgrave Macmillan.Cheryl Hopkins has over 25 years of marketing experience, the last 15 of which have been associated with the Scottish tourism and travel trade industry. She currently runs her own consultancy business.
Innehållsförteckning
1. Marketing, Markets, Competition and Co-operation2. Understanding the Customer3. Marketing Research4. Segmentation, Targeting and Positioning5. Branding6. Value and Price7. Delivering Service8. Marketing Operations and Distribution9. Integrated Marketing Communications10. Relationship Marketing11. Marketing and Ethics12. Marketing Planning and Strategy.
