Introduction to Marketing

Theory and Practice

Third Edition

Adrian Palmer

Clear and accessible writing style, making this an ideal textbook for students with no prior experience of marketing and ensuring a clear understanding of the subject
Features a discreet chapter on responsible marketing, looking at issues concerning ethics, corporate responsibility, and environmentalism, helping students to familiarise themselves with topical issues and how these impact on marketing
Authoritative with extensive, annotated further reading, enabling students to extend their knowledge further and read around the subject

New to this Edition:

The final two chapters, "Managing the Marketing Effort" and "Global Marketing" from the 2nd edition have been merged to provide an integrative summary of marketing and to highlight the problems of implementation in an increasingly globalised world.
An increased number of examples of international marketing have been introduced throughout the text to reflect the global nature of modern marketing practice and to appeal to an increasingly international student audience.
Increased coverage of more contemporary issues throughout the text, such as mobile internet, social network media and marketing in a recession.
A suite of video links on the Online Resource Centre for individual or group use.

Introduction to Marketing

Theory and Practice

Third Edition

Adrian Palmer

Description

Drawing on disciplines such as economics, sociology and psychology, Introduction to Marketing encourages readers to critically analyse marketing frameworks, and discuss alternative options. Consideration is given to marketing problems, and students are invited to debate issues surrounding these, such as potential causes and effects, rather than be presented with prescriptive solutions. A chapter on responsible marketing addresses topics such as ethics, corporate responsibility and environmentalism, and assesses the impact of these topics on the field of marketing. Services marketing is integrated throughout the book, reflecting the changing nature of services and acknowledging the move towards service based industries.

Through reading the text students will gain a holistic understanding of marketing and how one area may impact on another. A wealth of pedagogical features including case studies, digital marketing boxes and international marketing boxes, highlight the link between theory and practice. Key issues surrounding the internet, mobile marketing, social networking, social responsibility, and marketing in a recession are integrated throughout the text, ensuring students understand the importance and relevance of outside influences on a company's marketing decisions and actions.

Online Resource Centre

The textbook is accompanied by an Online Resource Centre and all resources have been updated for the new edition. The Online Resource Centre features comprise:

Lecturer resources:
Suggested answers to case study review questions
Suggested answers to chapter review questions
Additional discussion points
PowerPoint slides
Lecturer guidelines to accompany the PowerPoint slides
Test bank of questions
VLE content

Student resources:
Additional suggested reading
Additional case studies with questions
Additional chapter review questions
Multiple choice questions
Web exercises
Web links
Video suite containing links to useful video
Flashcard glossary

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