This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.

Drawing on disciplines such as economics, sociology and psychology, Introduction to Marketing encourages readers to critically analyse marketing frameworks, and discuss alternative options. Consideration is given to marketing problems, and students are invited to debate issues surrounding these, such as potential causes and effects, rather than be presented with prescriptive solutions. A chapter on responsible marketing addresses topics such as ethics,
corporate responsibility and environmentalism, and assesses the impact of these topics on the field of marketing. Services marketing is integrated throughout the book, reflecting the changing nature of services and acknowledging the move towards service based industries.

Through reading the text students will gain a holistic understanding of marketing and how one area may impact on another. A wealth of pedagogical features including case studies, digital marketing boxes and international marketing boxes, highlight the link between theory and practice. Key issues surrounding the internet, mobile marketing, social networking, social responsibility, and marketing in a recession are integrated throughout the text, ensuring students understand the importance and
relevance of outside influences on a company's marketing decisions and actions.

Inhalt:
PART ONE: MARKETING: THE FUNDAMENTALS
PART TWO: UNDERSTANDING CUSTOMERS
PART THREE: DEVELOPING THE MARKETING MIX
PART FOUR: BRINGING IT TOGETHER

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Medium erhältlich in:
1 Bibliothek der BSP Berlin, Berlin

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Personen: Palmer, Adrian

Standort: BSP

Schlagwörter: Marketing