The theories. The relevance. The reality. The complete package.
With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing, international edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society.
Key features:
• The connection between marketing theory and practice is made explicit throughout, with examples and Market Insights.
• Chapter opening Case Insights, enhanced by online video interviews with the marketing specialists featured, pose real-life dilemmas and show students first-hand how marketing practitioners approach real-world problems.
• Marketing practice is presented in a global context, with a new casebook of additional Case Studies for the Indian market.
• Presents students with the latest advances in technology and social media, and the innovative ways these tools can be used in marketing.
• Regular links to seminal papers help students to take their learning further and introduce them to the most influential classic and contemporary contributions to the field.
• Accompanied by the most extensive online support package available, including a variety of internet activities and multiple-choice questions for students, and a test bank of multiple choice and assessment questions for lecturers.
This book is accompanied by the following online resources.
For everyone:
Case insight videos
Industry foresight videos
Library of video links
For students:
Author audio podcasts
Multiple-choice questions
Flashcard glossary
Internet activities
Research insights
Web links
Chapter summaries
For lecturers:
Additional market Insights
PowerPoint slides
Test bank
Essay questions
Tutorial activities
Discussion Questions
Discussion question pointers
Figures and tables from the book
Case insight video transcripts
Contents List
Part one: Marketing Fundamentals
Chapter 1 Marketing Principles and Practice
Chapter 2 The Marketing Environment
Chapter 3 Consumer Buying Behaviour
Chapter 4 Marketing research and Customer Insight
Chapter 5 Marketing Society, Sustainability, and Ethics
Part two: Principles of Marketing Management
Chapter 6 Marketing Strategy
Chapter 7 Market Segmentation and Positioning
Chapter 8 International Market Development
Part Three: Managing Marketing Programmes
Chapter 9 Developing Products
Chapter 10 Price Decisions
Chapter 11 An Introduction to Marketing Communications
Chapter 12 Configuring the marketing communications mix
Chapter 13 Digital and Social Media Marketing
Chapter 14 Channel Management and Retailing
Chapter 15 Branding Decisions
Part Four: Principles of Relationship Management
Chapter 16 Services and Relationship Marketing
Chapter 17 Business-to-Business Marketing
Chapter 18 Not-for-profit and Social Marketing.