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Key Academic Titles cluster sheet: Marketing: Essential Principles, New Realities: 12

Key Academic Titles cluster sheet: Marketing: Essential Principles, New Realities: 12

by PatrickForsyth (Author), JonathanGroucutt (Author), PeterLeadley (Author)

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    Paperback 2004

    $5.33
Synopsis

Marketing: Essential principles, new realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research: introduction; learning objectives; chapter sub headings - key issues; chapter summary; exercises and questions for review and critical thinking. At the end of the book there are additional notes and references to support student learning. Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people. FREE CD ROM FOR LECTURERS The authors have created a unique CD ROM containing both lecture presentation slides and essay questions. This is available on request from the publisher. CONTENTS Introduction What is marketing? The business and marketing environment Ethical marketing and social responsibility Buyer behaviour Segmenting, positioning and targeting Marketing research Marketing and strategy Products and brands Price and pricing strategies Promotion part 1 Promotion part 2 People, physical evidence and process Placement, distribution and logistics Marketing across borders: the international dimension Application: bringing the elements together Notes Reference Index Please view more information on this book, including a sample chapter and detailed, full contents at http://www.kogan-page.co.uk/groucutt

$5.33

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More Information

Format: Paperback
 Pages: 540
 Edition: illustrated edition
 Publisher: Kogan Page
Published: 29 Jan 2004
ISBN 10: 0749441143
ISBN 13: 9780749441142
Book Overview: Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.

Media Reviews
Clearly set out chapter-by-chapter objectives, and the questions accompanying the cases, serve to build up the student's knowledge of marketing principles... The clarity and comprehensiveness of the book's approach make it an accurate reflection of, and well rounded introduction to, the study of such a diverse and evolving discipline. Chris Blackburn, Principal Lecturer and Department Head - Marketing, The Business School, Oxford Brookes University An excellent marketing text, achieving the difficult trick of combining good theoretical content with strong practical emphasis. If marketing course tutors want their students to move into the world of marketing without the usual real-world shock, then this is the book for them. Professor Merlin Stone, Business Research Leader, IBM Consulting Services A thorough and thought-provoking text for students and practitioners alike, destined to become a standard benchmark textbook on the subject... Students will find the text stimulating, interesting and insightful, providing a clear and uncluttered account of contemporary issues. Dr. John W. Lang, Judge Institute of Management, University of Cambridge Puts all the classic marketing techniques and processes into current context. Professional Marketing Magazine Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research. At the end of the book, there are additional notes and references to support student learning. Network
Author Bio
Peter Leadley Peter Leadley completed an indentured apprenticeship in general engineering and progressed in industry to become a Product Manager, before a change in career led him into academia, where he rose to the position of Senior Lecturer in Marketing at the University of Humberside. Although he took early retirement in 1997, he has continued to teach at various universities as a Visiting Lecturer.