Marketing: An Introduction

Series
Pearson
Author
Ross Brennan / Michael Harker / Gary Armstrong / Philip T Kotler  
Publisher
Pearson
Cover
Softcover
Edition
4
Language
English
Total pages
672
Pub.-date
April 2019
ISBN13
9781292200309
ISBN
1292200308
Related Titles



Description

Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from Europe, the Middle East and Asia.

 

How will you learn about marketing?

  • You will be guided through five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies in the digital age and marketing responsibly around the globe
  • You will be presented with a comprehensive overview of marketing theory and practice because marketing is a company-wide function.
  • You will be provided with the most up-to-date coverage of current issues in marketing, such as implications for European marketers of Brexit, changed rules and regulations such as the General Data Protection Regulations of the EU in the era of Big Data and the rise of mobile marketing and networked consumer.
  • Your learning experience will flow seamlessly between the book and the online environment, with chapter links to European bodies, marketing journals, case study questions and multiple choice questions.

 

 

New to this Edition

Now updated with the latest ideas in digital marketing such as big data, analytics and social marketing as well as up-to-date case studies from a range of consumer and industrial brands including Netflix, Aldi, Spotify, Google, Alibaba and over 40 others, this fourth edition combines the clarity and authority of the US original within the context of European marketing practice.

 

Table of Contents

Part 1: Defining Marketing and the Marketing Process

Chapter 1 – Marketing: Managing Profitable Customer Relationships

Chapter 2 – Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2: Understanding the Marketplace and Consumers

Chapter 3 – The Marketing Environment

Chapter 4 – Managing Marketing Information

Chapter 5 – Consumer and Business Buying Behaviour  

Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mic

Chapter 6 – Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers

Chapter 7 – Product, Services and Branding Strategy

Chapter 8 – Developing New Products and Managing the Product Life Cycle

Chapter 9 – Pricing: Understanding and Capturing Customer Value

Chapter 10 – Marketing Channels and Supply Chain Management

Chapter 11 – Retailing and Wholesaling

Chapter 12 – Communicating Customer Value: Advertising, Sales Promotion and Public Relations

Chapter 13 – Communicating Customer Value: Personal Selling and Direct Marketing

Part 4: Extending Marketing

Chapter 14 – Marketing in a Digital Age

Chapter 15 – The Global Marketplace

Chapter 16 – Ethics, Social Responsibility and Sustainability

Back Cover

Contemporary content and examples, interwoven throughout to bring the subject to life in an accessible, familiar way.  Different way of organising topics, which brings readers deeper into the subject by gradual stages.’

Donald Lancaster, Bath University

 

From previous editions

'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a clear, well-organised, informative and interesting book which guides the reader through each concept, combining theory and practice in an engaging way. A valuable resource for any student of marketing.'

Caroline Miller, Keele University

 

 'Clear and easy to read with insightful and relevant material covering all the things that are necessary in a modern textbook. This text is valued highly by tutors and students - keep up the good work!'

Catherine Canning, Glasgow Caledonian University

 

 Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from Europe, Middle East and Asia.

 

Now updated with the latest ideas in digital marketing such as big data, analytics and social marketing as well as up-to-date case studies from a range of consumer and industrial brands including Netflix, Aldi, Spotify, Google, Alibaba and Airbus 380, this fourth edition combines the clarity and authority of the US original within the context of European marketing practice.

 

Marketing: An Introduction makes learning and teaching marketing more effective, easier and more enjoyable. The text’s approachable style and design are well suited to cater to the enormous variety of students taking introductory marketing classes.

 

About the authors

Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Michael Harker is Lecturer in Marketing at University of Strathclyde Business School, Glasgow.
Ross Brennan is Professor of Industrial Marketing at the University of Hertfordshire Business School.