Description
Book SynopsisHow does Google support organizations in their transformation to digital marketing?How does the International Food Waste Coalition influence more sustainable behaviour?How did a producer of Thai herbal toothpaste amend their marketing mix to maintain sales during COVID-19?With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing answers these questions and more to provide students with the skills they need to successfully engage with marketing across all areas of society.Founded on rigorous research, this critical text presents a current, complete guide to marketing success and explores topical issues such as sustainability and digital transformation. Its broadest ever range of examples, Practitioner Insights and Market Insights also give readers a unique view into the fascinating worlds of marketing professionals. Individuals from Arch Creative, Klarna, eDreams Odigeo and Watson Farley & Williams are just a few of
Trade ReviewA refreshing take on marketing 101 theory. It has an excellent range of global examples, which is helpful in broadening student understanding and engagement. The text has useful critical discussion elements and, importantly, makes the effort to explain how key theories work in practice. * Dr Helen Millward, Keele University *
The go-to book for those new to marketing and the one that links theory to practice. * Mr Marcus Thompson, University of Aberdeen *
I highly recommend this book for undergraduate students. This book has incorporated marketing theories throughout the chapters and discusses marketing opportunities, strategies, practices, challenges, risks, and constraints by providing contemporary examples from real-world businesses. * Professor Elham Rahbar, Niels Brock Copenhagen Business College *
Contemporary and practical without missing theoretical aspects, this book is written in a student-friendly style with the inclusion of appealing cases. * Mr Chris Liasidis, University of York, Europe Campus *
An engaging read that bridges the gap between theory and practice. 21st century students will find this book appeals to their senses! * Dr Tim Stone, University of Aberdeen *
This revised edition provides a comprehensive, yet easily accessible, introduction to marketing for undergraduate and postgraduate students. Content is topical with current application, which reflects the changing business world. * Mr David Lane, Leeds Beckett University *
This book provides a good overview of the core marketing concepts. It has many up-to-date examples and nice marketing insights and cases. * Dr Nina Belei, Radboud University *
Table of ContentsPart One: Core Principles, Context and Customers 1: Marketing principles and practice 2: The marketing environment 3: Consumer buying behaviour 4: Business to business marketing 5: Services and relationship marketing Part Two: Marketing Strategy 6: Marketing strategy 7: Marketing research and analytics 8: Market segmentation and positioning 9: International marketing development 10: Branding decisions Part Three: Marketing Tactics 11: Product: new proposition development and innovation 12: Place: channels, supply chains, and retailing 13: Price and customer value 14: Promotion I: principles of marketing communications 15: Promotion II: configuring the marketing communications mix 16: Digital and social media marketing Part Four: Marketing and Society 17: Not-for-profit and social marketing 18: Marketing, society, sustainability and ethics
