Introduction to Marketing: Theory and Practice - Brossura

Palmer, Adrian

Brossura

ISBN 10: 0199602131 ISBN 13: 9780199602131

Casa editrice: OUP Oxford, 2012

Riassunto

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.

Online Resource Centre

The textbook is accompanied by an Online Resource Centre and all resources have been updated for the new edition. The Online Resource Centre features comprise:

Lecturer resources:
Suggested answers to case study review questions
Suggested answers to chapter review questions
Additional discussion points
PowerPoint slides
Lecturer guidelines to accompany the PowerPoint slides
Test bank of questions
VLE content

Student resources:
Additional suggested reading
Additional case studies with questions
Additional chapter review questions
Multiple choice questions
Web exercises
Web links
Video suite containing links to useful video
Flashcard glossary

Su questo libro

L'autore

Martin Everaert is Professor of Linguistics at Utrecht University and Director of the Utrecht Institute of Linguistics OTS. He works primarily on the syntax-semantics interface (anaphora: reflexives, reciprocals) and the lexicon-syntax interface (idioms/collocations, and argument structure).
Marijana Marelj is an Assistant Professor of Linguistics at Utrecht University. She completed her thesis, entitled Middles and Argument Structure across Languages under the supervision of Tanya Reinhart and Eric Reuland. Her research interests include the Architecture of grammar, properties of the computational system/syntactic theory, Interfaces (lexicon-syntax interface and syntax-semantics interface), and Slavic, Germanic, and Romance languages.
Tal Siloni is an Associate Professor of Linguistics at Tel Aviv University and the chair of the department. Her major areas of research are syntactic theory and comparative syntax with particular reference to Semitic and Romance languages, the lexicon-syntax interface, argument structure, idioms, and nominalization.

Contenuti

• Part One: Marketing: The Fundamentals
• 1: What is Marketing?
• 2: The Marketing Environment
• 3: Socially Responsible Marketing
• Part Two: Understanding Customers
• 4: Buyer Behaviour and Relationship Development
• 5: Marketing Research
• 6: Segmentation, Positioning and Targeting
• Part Three: Developing the Marketing Mix
• 7: Competitor Analysis and Brand Development
• 8: Developing the Product
• 9: Pricing
• 10: Channel intermediaries
• 11: Marketing Communications
• Part Four: Bringing it Together
• 12: Managing the Marketing Effort in a Global Environment

Dettagli dell?edizione

• Editore: OUP Oxford
• Data di pubblicazione: 2012
• ISBN 10: 0199602131
• ISBN 13: 9780199602131
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero edizione: 3
• Numero di pagine: 576