- Paperback: 896 pages
- Publisher: OUP Oxford; Pap/Psc edition (6 Mar 2008)
- Language English
- ISBN-10: 0199290431
- ISBN-13: 978-0199290437
- Product Dimensions: 26.4 x 19.6 x 3.6 cm
- Average Customer Review: 3.5 out of 5 stars See all reviews (8 customer reviews)
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Amazon Bestsellers Rank:
83,258 in Books (See Top 100 in Books)
- #40 in Books > Business, Finance & Law > Sales & Marketing > Research
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
Marketing is the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority and a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' DVD. The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant. Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing, helping students develop their knowledge and encourage critical thinking. It provides learning insights into marketing theory and practice, through a series of "Insight" features - Case, Practitioner, Marketing, Academic and Research Insights. Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student's marketing or business degree. Online Resource Centre and DVD: For Lecturers: Extensive supplementary digital material featuring video clips of interviews with the marketing practitioners from the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. Also comprises case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching. For Students: Provides multiple-choice questions, web-based research activities and abstracts from seminal papers to help students test their own learning.
Inside This Book
(Learn More)
First Sentence
RM plc was formed in 1973 in the UK but now has offices in the US, India, and Australia. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
RM plc was formed in 1973 in the UK but now has offices in the US, India, and Australia. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
3 of 4 people found the following review helpful:
4.0 out of 5 stars
Useful, well worth the cost,
By
This review is from: Marketing (Paperback)
I bought this book to teach myself some marketing principles. I am a post-grad and was looking to develop my business skills.
The book is great! It is well divided into suitable topics, provides useful real world examples of marketing strategies put in place in the past. It is also an easy read! Ignore the review saying the book is badly written. It provides just enough detail and stays interesting. I question if the reviewer was upset with the book, or the course he had chosen to study. A good place to start for getting into marketing principles! It has helped me develop my marketing skills, which in turn have earned me good references and job offers. Mark
4.0 out of 5 stars
Uni book,
This review is from: Marketing (Paperback)
University requirement.
It's a good book and it tries to be innovative. Have many ways of interaction, and it's very colorful. I particularly don't like the approach, the paper is kinda plastic which marks the back of the pages if you highlight it with a pencil. Good book though...
12 of 18 people found the following review helpful:
5.0 out of 5 stars
A Marketing book for you wherever you are...,
By
This review is from: Marketing (Paperback)
Whether you are new to Marketing or have tried other books then you will find this book a breath of realistic fresh air.
It is presented in an attractive manner that only highly professional Marketing academics could achieve and like all good Marketing it speaks to you and in your language. Theory presented in an understandable way and backed up by interesting informative Case Studies and many other contributions to bring it to life. And it is honest and credible.
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