Marketing
Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.
Marketing: Essential principles, New realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research:
introduction;
learning objectives;
chapter sub headings – key issues;
chapter summary;
exercises and questions for review and critical thinking.
At the end of the book there are additional notes and references to support student learning.
Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.
The authors have created a unique CD ROM containing both lecture presentation slides and essay questions. This is available on request from the publisher and is FREE for lecturers.
REVIEWS :“Clearly set out chapter-by-chapter objectives, and the questions
accompanying the cases, serve to build up the student`s knowledge of
marketing principles. . . . The clarity and comprehensiveness of the
book`s approach make it an accurate reflection of, and well rounded
introduction to, the study of such a diverse and evolving discipline.”
Chris Blackburn, Principal Lecturer and Department Head — Marketing, The
Business School, Oxford Brookes University
“An excellent marketing text, achieving the difficult trick of
combining good theoretical content with strong practical emphasis. If
marketing course tutors want their students to move into the world of
marketing without the usual real-world shock, then this is the book for
them.”
Professor Merlin Stone, Business Research Leader, IBM Consulting Services
“A thorough and thought-provoking text for students and
practitioners alike, destined to become a standard benchmark textbook on
the subject. . . . Students will find the text stimulating, interesting
and insightful, providing a clear and uncluttered account of
contemporary issues.”
Dr. John W. Lang, Judge Institute of Management, University of Cambridge
“Puts all the classic marketing techniques and processes into
current context.”
Professional Marketing Magazine
“Each chapter follows a set structure that has been designed to
encourage discussion and raise issues for consideration and research. At
the end of the book, there are additional notes and references to
support student learning.”
Network
Paperback, 560 Pages, Dimensions 246 x 189 MM Language English.
Introduction
What is marketing?
The business and marketing environment
Ethical marketing and social responsibility
Buyer behaviour Segmenting,
positioning and targeting
Marketing research
Marketing and strategy
Products and brands
Price and pricing strategies
Promotion part 1
Promotion part 2
People,
physical evidence and process Placement,
distribution and logistics
Marketing across borders:
the international dimension
Application: bringing the elements together
Notes
Reference
Jonathan Groucutt is a Senior Lecturer at the Business School, Oxford Brookes University, England. His personal research areas include complexity theory and its relationship to marketing, the history of marketing thought, and the strategic development of the global cruise-line industry. The co-author of several books, he has also written over 40 business articles.
Peter Leadley completed an indentured apprenticeship in general engineering and progressed in industry to become a Product Manager, before a change in career led him into academia, where he rose to the position of Senior Lecturer in Marketing at the University of Humberside. Although he took early retirement in 1997, he has continued to teach at various universities as a Visiting Lecturer.
Patrick Forsyth runs Touchstone Training & Consultancy, which specialises in training in various personal skills necessary to marketing, communications and management.
He is the author of many books, including Marketing Stripped Bare , Powerful Reports and Proposals, Successful Time Management , Getting a Top Jobin Marketing and Marketing (all published by Kogan Page).