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Product Description
What is it that really excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Discovering how to use social networking sites to successfully market a product? Then take this opportunity to present students with marketing examples and issues from real life situations guaranteed to excite and stimulate. Packed full of case studies from international organizations such as Innocent, Orange, HMV, and Oxfam, students can hear first hand what top marketers actually do and how they tackle the decisions they have to make. Employing a lively writing style, the authors encourage students to explore beyond the classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further, if desired. Students will learn the theory that supports those skills vital to successfully engaging with marketing across all areas of society, from dealing with sceptical consumers, selling products to the government, and deciding which pricing approach to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to their advantage. Just as important as the textbook itself, are the additional electronic resources. Lecturers - Present your students with video interviews from top marketing practitioners from companies such as Innocent, Orange, HMV, Oxfam, and the Co-operative Bank, all linked to cases in the textbook. - Give your students the opportunity to hear from experts at other universities such as Professor Jagdish Sheth from Emory, Dr Stuart Roper from Manchester, and Professor Caroline Tynan from Nottingham University. - Take advantage of a suite of additional case studies written by leading academics such as Professor Stephen Brown from Ulster, and Dr Steve Oakes from Liverpool, as well as the test bank, tutorial activities and PowerPoint slides to help you save time planning and focus on teaching. Students - Learn on the go by downloading author podcasts and glossary terms to your iPod. - Try a different learning style and click on the internet activities to discover what you can uncover on the web - Check you are up to speed before your exams with multiple-choice questions which provide you with instant feedback
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Customer Reviews
Most Helpful Customer Reviews
3 of 4 people found the following review helpful
Format: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
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
Format:Paperback|Amazon Verified Purchase
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...
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
Format: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.
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.
Most Recent Customer Reviews
Heavy, uninspiring
I bought this as the required text for 2 university modules, it is terrible dull and taught me almost nothing
Published 14 months ago by Adu91
Good service!!!
I need this book so I've been demanded by Amazone. It's wonderful, helpful me in my subject.
Published 19 months ago by Quyentep
Awful
This is the worst textbook I have ever been unfortunate enough to read. The key points are lost in excessively long sentences; I can only assume that the authors were being paid... Read more
Published on 15 May 2010 by Ms. V. A. Judge
It's good quality.
This book looks like a new one, and the delivery is very soon, I like it.
Published on 22 Dec 2009 by CHING-HSUAN PAN
Marketing
The book is good, minus the fact that due to the weight of the book it comes out of the paper back cover, so maybe needs to be said that this happens or customers will end up... Read more
Published on 3 Nov 2009 by nikki hutson
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