Introduction to Marketing: Concepts and Contexts

(Hardback)

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Description

This concise introduction to marketing essentials provides a grounding in the key concepts of the subject and the contexts in which they operate. Considering how the organisation must deal clearly with the contrasting value needs of both consumer and customer, the text views marketing through three topical lenses: technology, responsibility and employability. This provides a unique contemporary approach for today's students.

The structure enables students to work through topics in a logical order. Throughout, the author reflects on the differences between best practice and reality. Recognisable brand examples stimulate applied thinking and encourage situational awareness of the issues that shape marketing practices at local, national and global levels.

A wealth of pedagogical features consolidates students' knowledge of key concepts. They include a running case study, real life cases, quizzes and discussion and reflection prompts. This digestible yet critical introduction to marketing will help undergraduate students to understand how value is transferred from organisations to the market, using a broad range of marketing mix techniques.

Reviews

I really appreciate the sustainability features! This is how it should be sustainability across the whole book (not just as one sad final chapter, bunched together with Ethics). -- Anonymous * Anonymous *
This would be an ideal book for a first year marketing principles course in a university or community college where the course is compulsory for all business students. -- Anonymous * Proposal review *
It offers a comprehensive overview of marketing and embedded throughout the various chapters - discusses three of the latest themes that have a major impact on marketing industry nowadays: digitalization, responsibility, and employability. It presents a simple structure around three main areas: marketing insight, decision making and implementation. -- Anonymous * Proposal review *
The unique selling point of this book is the concept of a running case study. In addition, the book offers teaching material which is a great added value. -- Anonymous * Proposal review *
It was great to see that the themes of DIGITAL, RESPONSIBLE and EMPLOYABLE will run throughout the textbook. A further positive contribution is related to emphasising customer experience as a key strategy nowadays to maximise the value of customer base and to enable companies to compete better in overly cluttered marketplaces. Also, using a running case study would be a valuable source for students. -- Anonymous * Proposal review *

Author Bio

Andrew Corcoran is Associate Professor in Marketing at Nottingham University, UK.