The Second Edition of An Introduction provides 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 students to practice and apply what they've learned. The book covers the marketing environment, making sense of markets and buyer behavior, the marketing mix, and managing marketing.

Masterson, Rosalind, Pickton, David

David Pickton, Rosalind Masterson

Rosalind Masterson; Ros Masterson

London ; Thousand Oaks, Calif.: SAGE

Paul Chapman Publishing Ltd

United Kingdom and Ireland, United Kingdom

2nd ed., repr, London, 2011

2nd ed, London, 2010

obscured text on back cover

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 practiceDesigned 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

This edition 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

Designed specifically for students new to marketing, the Second Edition of this much-loved book provides students with all they need know to succeed in their introductory course.

xviii, 508 p. : 27 cm
Includes bibliographical references and index

2023-06-28