{"product_id":"marketing-an-introduction-9781526494573","title":"Marketing: An Introduction","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in more detail and content to encourage relating theory to practice.\u003c\/p\u003e  \u003cp\u003eRecognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice.   \u003cbr\u003e  \u003cbr\u003e  The new edition has been fully updated to include:\u003cbr\u003e  \u003cbr\u003e  \u003c\/p\u003e  \u003cul\u003e\n\u003cli\u003eNew case studies and examples, offering truly global perspectives.\u003c\/li\u003e\n\u003cli\u003eEven more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory.\u003c\/li\u003e\n\u003cli\u003eA new and fully streamlined companion website, featuring a range of resources for students and lecturers.\u003c\/li\u003e\n\u003c\/ul\u003e  \u003cp\u003eFocus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to.\u003c\/p\u003e  \u003cp\u003eThe new edition comes packed with features that can be used in class or for self-directed study.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePART ONE: THIS IS MARKETING Chapter 1: Marketing Today Chapter 2: The Marketing Environment PART TWO: MAKING SENSE OF MARKETS Chapter 3: Buyer Behaviour Chapter 4: Market Segmentation, Targeting and Positioning Chapter 5: Marketing Research\t PART THREE: THE MARKETING MIX\t Chapter 6: Product\t Chapter 7: Service Products\t Chapter 8: Promotion (Marketing Communications)\t Chapter 9: Place\t Chapter 10: Price\t PART FOUR: MANAGING MARKETING\t Chapter 11: Building Brands: Using the Marketing Mix\t Chapter 12: Marketing Planning","brand":"Sage Publications Ltd","offers":[{"title":"Default Title","offer_id":48739951804759,"sku":"9781526494573","price":55.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781526494573.jpg?v=1723812272","url":"https:\/\/bookcurl.com\/products\/marketing-an-introduction-9781526494573","provider":"Book Curl","version":"1.0","type":"link"}