Marketing

by Chris Fill (Author), PaulBaines (Author), KellyPage (Author)

• Used

  Paperback
  2010

  $3.34

  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

• Used

  Paperback
  2008

  $3.34

  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.