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Cover

Introduction to Marketing

Theory and Practice

Third Edition

Adrian Palmer

March 2012

ISBN: 9780199602131

576 pages
Paperback
246x189mm

In Stock

Price: £47.99

This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.

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Description

This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.

  • 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.

About the Author(s)

Adrian Palmer, Professor of Marketing, University of Wales, Swansea

Table of Contents

    Part One: Marketing: The Fundamentals
    1:What is Marketing?
    2:The Marketing Environment
    3:Socially Responsible Marketing
    Part Two: Understanding Customers
    4:Buyer Behaviour and Relationship Development
    5:Marketing Research
    6:Segmentation, Positioning and Targeting
    Part Three: Developing the Marketing Mix
    7:Competitor Analysis and Brand Development
    8:Developing the Product
    9:Pricing
    10:Channel intermediaries
    11:Marketing Communications
    Part Four: Bringing it Together
    12:Managing the Marketing Effort in a Global Environment

Additional Resources

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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