Donated by: Varsha Jain

With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing answers these questions and more to provide students with the skills they need to successfully engage with marketing across all areas of society.

Founded on rigorous research, this critical text presents a current, complete guide to marketing success and explores topical issues such as sustainability and digital transformation. Its broadest ever range of examples, Practitioner Insights and Market Insights also give readers a unique view into the fascinating worlds of marketing professionals. Individuals from Arch Creative, Klarna, eDreams Odigeo and Watson Farley & Williams are just a few of the practitioners that join the authors to offer real-life insights and career advice to those starting out in the industry.

Contents:

Part One: Core Principles, Context and Customers
1:Marketing principles and practice
2:The marketing environment
3:Consumer buying behaviour
4:Business to business marketing
5:Services and relationship marketing
Part Two: Marketing Strategy
6:Marketing strategy
7:Marketing research and analytics
8:Market segmentation and positioning
9:International marketing development
10:Branding decisions
Part Three: Marketing Tactics
11:Product: new proposition development and innovation
12:Place: channels, supply chains, and retailing
13:Price and customer value
14:Promotion I: principles of marketing communications
15:Promotion II: configuring the marketing communications mix
16:Digital and social media marketing
Part Four: Marketing and Society
17:Not-for-profit and social marketing
18:Marketing, society, sustainability and ethics