Synopsis
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'A very good course support that also offers students interesting and updated case studies to study in groups during tutorials. This book provides a good balance of theoretical concepts and managerial insights to offer the students a comprehensive introduction to the vast subject of marketing' -
The Second Edition of Marketing: An Introduction gives students embarking on an introductory marketing course at undergraduate level a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies.
Each chapter contains activities, focus boxes, and self-test questions, encouraging you to take an active role and apply what you've learned to your own experience. The book covers; the marketing environment, making sense of markets and buyer behaviour, the marketing mix and managing marketing.
- Packed with activities and applications, it integrates the principles of marketing theory with the practice of marketing in the real world
- Marketing challenges in each chapter illustrate decisions that face practitioners day-to-day, encouraging students to reflect on how they would handle situations in their future careers
- E-focus, CRM focus, ethical focus, B2B focus and global focus boxes present hot topics in marketing and help you to relate these to students' own experience
- End of chapter mini case studies featuring a range of organizations, products and techniques provide further illustrations of marketing in practice
Designed specifically for students new to Marketing, the Second Edition of this much-loved book provides students with all they need know to succeed on their introductory course.
Visit the Companion Website at www.sagepub.co.uk/masterson
"synopsis" may belong to another edition of this title.
About the Author
Rosalind Masterson was a Principal Lecturer at De Montfort University until 2013. She has taught extensively, and has been subject and programme leader, at both undergraduate and postgraduate levels. This book came about as part of an extensive re-design of the university’s core first year undergraduate module: Principles of Marketing. She has taught, and been external examiner, at a number of universities during an academic career spanning twenty years.
Rosalind’s commercial experience includes sales and marketing positions within IBM and Marketing Management for an IT consultancy. She ran her own marketing consultancy and freelance copywriting business for ten years.
Ros is a Chartered Institute of Marketing Chartered Marketer, a Member of the Academy of Marketing and a Fellow of the Institute of Higher Education."About this title" may belong to another edition of this title.
