Are you motivated by learning from marketers at top organizations
like Apple and IKEA? Are you excited by the prolific growth in
social media and its implications for marketing? Do you need a
fresh and concise introduction to marketing? Then look no
further,as Essentials of Marketing has arrived! Packed full of
exciting and stimulating cases from organizations such as Twitter,
Foursquare, and WOMAD, this text, written by these best-selling
authors, encourages you to consider how you would tackle the real
marketing challenges and issues encountered by professionals on a
daily basis. Fundamental marketing concepts are presented clearly,
and illustrated by a wealth of European and international examples.
In addition, links to classic and contemporary research papers
introduce you to influential academic contributions to marketing.
Essentials of Marketing is the must-have textbook for students
looking to shine and excel in their marketing studies and future
careers. Lecturers and students are provided with truly innovative
online resources which are carefully integrated with the textbook.
For lecturers: * Exclusive video interviews of marketers from
well-known organizations including 3M and Innocent * A fantastic
bank of additional resources including PowerPoint slides, a test
bank, and tutorial activities For students: * Learn from the top
recruitment professionals about the attributes they look for in
graduates * Explore exciting developments in digital marketing and
social media * Check your understanding with a wealth of
multiple-choice questions, worksheets, and activities Part 1.
1.Marketing Principles and Society; 2.The Global Marketing
Environment; 3.Understanding Consumer Behaviour; 4.Marketing
Research; Part 2. 5.Marketing Strategy; 6.Market Segmentation and
Positioning; Part 3. 7.Products, Services and Branding Decisions;
8.Price Decisions; 9.An Overview of Marketing Communications;
10.Managing Marketing Communications; 11.Retailing and Channel
Management; Part 4. 12.Services Marketing and CRM With content on
digital marketing and social media integrated throughout the book.