This easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you 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 5th 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 has been fully updated to include:

New case studies and examples, offering truly global perspectives.
Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory.
A new and fully streamlined companion website, featuring a range of resources for students and lecturers.
Focus boxes throughout the text such as Global, Research, 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.

The new edition comes packed with features that can be used in class or for self-directed study.

Auteur

Rosalind Masterson has taught, and been external examiner, at a number of universities during an academic career spanning twenty years, most recently at De Montfort University. She has been Marketing Subject and Programme Leader at both undergraduate and postgraduate levels and was an Examiner for the Chartered Institute of Marketing. She has developed numerous teaching modules. Ros has a degree in English and American Literature and an MBA. Her commercial experience includes sales and marketing positions mainly within the IT industry. Before moving into academia full time, she ran her own marketing consultancy.

Contenu

PART ONE: THIS IS MARKETING
Chapter 1: Marketing Today
Chapter 2: The Marketing Environment
PART TWO: MAKING SENSE OF MARKETS
Chapter 3: Buyer Behaviour
Chapter 4: Market Segmentation, Targeting and Positioning
Chapter 5: Marketing Research
PART THREE: THE MARKETING MIX
Chapter 6: Product
Chapter 7: Service Products
Chapter 8: Promotion (Marketing Communications)
Chapter 9: Place
Chapter 10: Price
PART FOUR: MANAGING MARKETING
Chapter 11: Building Brands: Using the Marketing Mix
Chapter 12: Marketing Planning