Marketing: An Introduction - Brossura

Masterson, Rosalind; Phillips, Nichola; Pickton, David

3,33

6 valutazioni di Goodreads

9781473975859: Marketing: An Introduction

Brossura

ISBN 10: 1473975859 ISBN 13: 9781473975859

Casa editrice: Sage Pubns Ltd, 2017

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Get 12 months FREE access to an interactive eBook when purchasing the paperback*

* Previous edition winner of the British Book Design and Production Award for "Best Use of Cross Media 2014" *

This easy to use resource allows students to switch from digital to the print text and back again, opening windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice.

Recognizing 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 4th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice.

The new edition welcomes a new 3rd author and has been fully updated to include:

31 New case studies (including 5 new end of chapter and 26 new ‘focus boxes’), featuring a greater number of case studies from digital/social media marketing, Uber and the sharing economy, Google and crowdsourcing and Amazon’s drone delivery service.
Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory.
A fully updated and streamlined interactive eBook led by student feedback.

Focus boxes throughout the text such as Global, Consumer, 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 such as Taylor Swift taking on Spotify.

The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study.

Furthermore, the book is complemented by a FREE interactive eBook with access to web links, video links, SAGE journal articles, MCQ’s, podcasts and flashcards, allowing access on the go and encouraging learning and retention whatever the learning style.

Suitable as core reading for undergraduate marketing students.

*Interactivity only available through Vitalsource eBook included as part of paperback product (ISBN 9781526426321).
Access not guaranteed on second-hand copies (as access code may have previously been redeemed).

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Recensione:

An excellent introduction to all the key aspects of marketing. The new edition addresses many of the latest trends and incorporates a rich variety of real-life examples to really engage the student. (Mohammed Hanif-Patel)

Excellent examples, activities and links to academic research, which provides the perfect introduction to marketing for undergraduate students and will continue to be useful throughout their programme of study. (Charlotte Lystor)

Cleverly organized in short bursts of information, which suit modern students' needs. It is well-supported by various examples and specialist features highlighting key marketing theory and practice. (Riccardo Benzo)

An engaging and intuitive book to guide students through the marketing world. Not only does it present key principles in a clear way, but it provides examples to improve knowledge acquisition as well. The succinctness of this book made exam revision much easier. (G Warwaszynska)

This book is easy to read and revise from due to the use of colour and images. It also usefully guides you to wider reading around topics, through the research focus boxes which can help you with essays! (E Stevens)

Coherent, easy to navigate and engaging; all the right words which sum up this latest edition. My favourite element of the book is the revision questions and case studies at the end of each chapter, making troublesome revision a thing of the past. (M Chaggar)

A beautifully engaging book, with the ability to help all types of learners gain academic knowledge with ease. (C Singleton)

L'autore:

Rosalind Masterson is a Member of the Academy of Marketing and a Fellow of the Institute of Higher Education. She was a Principal Lecturer at De Montfort University until 2013. She has taught extensively, and has been subject and programme leader at both undergraduate and postgraduate levels. She has taught, and been external examiner, at a number of universities during an academic career spanning twenty years.

Rosalind’s commercial experience includes sales and marketing positions within IBM and Marketing Management for an IT consultancy. She ran her own marketing consultancy and freelance copywriting business for ten years.

Nichola Phillips is a Senior Lecturer in the Department of Strategic Management and Marketing at De Montfort University. Her teaching responsibilities include The Digital and Social Media Context of Business, Public Relations Management (Brand PR) and New Media Perspectives. Nichola read Experimental Psychology at the University of Oxford before pursuing a career in Public Relations management, latterly as Divisional Director at the RED Consultancy, London. Nichola’s interest in digital marketing and social media stems from her work, both agency and client-side for Microsoft’s MSN network of internet sites and services. Current research interests include digital and transitional identities and the form and function of online consumption narratives.

David Pickton is Associate Director, Strategic Partnerships. He holds the title, ‘Honorary Academic Fellow’ from De Montfort University, Leicester, England, having been founding member and head of its academic Department of Marketing. He has also been visiting academic and external examiner at over 20 universities in the UK, Europe and Asia.

His Editorial Board memberships have included the ‘Journal of Marketing Communications’, ‘Innovative Marketing Journal’, the ‘Journal of Brand Management’, 'Corporate Communications: An International Journal’ and ‘Marketing Intelligence and Planning’ for which he was also Assistant Editor. He has contributed to various academic texts and has written numerous articles, being placed in the top 0.5% of researchers on Academia.edu (by 30-day views of his papers). His work can be found on ResearchGate.net, Academia.edu, Google Scholar, Figshare and Prezi.

His commercial experience includes marketing and advertising management positions on both the client and agency sides of industry, directorship of his own business consultancy, being a registered marketing consultant with the Department of Trade and Industry, and providing executive marketing and management training. His professional affiliations have included membership of the Academy of Marketing and Fellowships of the Chartered Institute of Marketing, the Royal Society of Arts and the Higher Education Academy.

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