Marketing: The Theories. The Relevance. The Reality. The Complete Package.
Contents: Part one: Marketing Fundamentals 1.Marketing Principles and Practice 2.The Marketing Environment 3.Consumer Buying Behaviour 4.Marketing research and Customer Insight 5.Marketing Society, Sustainability, and Ethics
Part two: Principles of Marketing Management 6.Marketing Strategy 7.Market Segmentation and Positioning 8.International Market Development
Part Three: Managing Marketing Programmes 9.Developing Products 10.Price Decisions 11.An Introduction to Marketing Communications 12.Configuring the marketing communications mix 13.Digital and Social Media Marketing 14.Channel Management and Retailing 15.Branding Decisions
Part Four: Principles of Relationship Management 16.Services and Relationship Marketing 17.Business-to-Business Marketing 18.Not-for-profit and Social Marketing
The international edition sees a broader range of examples and Market Insights within each chapter, with contributions from academics and specialists. Companies as diverse as Google, Groupon, and Sintex illustrate the theoretical frameworks, models, and concepts outlined in each chapter, giving a fully integrated overview of not just what marketing theory looks like in practice but how it can be used to promote a company's success.
Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. The authors speak to marketing professionals from a range of companies, from Ipsos MORI to Adnams, Åkestam Holst to H&M, who talk through how they dealt with a marketing problem facing their company and what career advice they would offer to those starting out in the industry.
Review questions conclude each chapter, prompting readers to examine the themes discussed in more detail and encouraging them to engage critically with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further; with a suite of online resources designed to stimulate, assess, and consolidate learning, Marketing is the complete package for any introductory marketing module.
