Marketing

Rosalind Masterson has taught, and been external examiner, at a number of universities during an academic career spanning twenty years, most recently at De Montfort University. She has been Marketing Subject and Programme Leader at both undergraduate and postgraduate levels and was an Examiner for the Chartered Institute of Marketing. She has developed numerous teaching modules. Ros has a degree in English and American Literature and an MBA. Her commercial experience includes sales and marketing positions mainly within the IT industry. Before moving into academia full time, she ran her own marketing consultancy.Nichola Phillips is Associate Professor, Marketing at De Montfort University. Nichola has developed and delivered a wide range of marketing communications modules at undergraduate and postgraduate level and also served as Marketing Subject Leader. Nichola read Experimental Psychology at the University of Oxford before pursuing a career in Public Relations management, latterly as Divisional Director at the RED Consultancy, London. Nichola’s particular interest in digital marketing and social media stems from her work, both agency and client-side, for Microsoft’s MSN network of internet sites and services. Current research interests include digital and transitional identities and the form and function of online consumption narratives. David Pickton is Associate Director, Strategic Partnerships. He holds the title, ‘Honorary Academic Fellow’ from De Montfort University, Leicester, England, having been founding member and head of its academic Department of Marketing. He has been Editorial Board member of a variety of marketing journals and a visiting academic and external examiner at over 20 universities in the UK, Europe and Asia. He has contributed to various academic texts and has written numerous articles, being placed in the top 0.1% of researchers on Academia.edu (by 30-day views of his papers).His commercial experience includes marketing and advertising management positions on both the client and agency sides of industry, and directorship of his own business consultancy. His professional affiliations have included membership of the Academy of Marketing and Fellowships of the Chartered Institute of Marketing, the Royal Society of Arts and the Higher Education Academy.

• PART ONE: THIS IS MARKETINGChapter 1: Marketing TodayChapter 2: The Marketing EnvironmentPART TWO: MAKING SENSE OF MARKETSChapter 3: Buyer BehaviourChapter 4: Market Segmentation, Targeting and PositioningChapter 5: Marketing ResearchPART THREE: THE MARKETING MIXChapter 6: ProductChapter 7: Service ProductsChapter 8: Promotion (Marketing Communications)Chapter 9: PlaceChapter 10: PricePART FOUR: MANAGING MARKETINGChapter 11: Building Brands: Using the Marketing MixChapter 12: Marketing Planning