Marketing: An Introduction

If you're reading this, the chances are you're enrolled on an introductory marketing course and considering whether to buy this textbook or not. You are probably looking for something that covers everything in your course without being large and expensive. You would probably also like a colourful user-friendly text that uses simple English and makes the subject fun and easy to get to grips with. Marketing: An Introduction is tailor-made for you. This new edition has been further improved to include: * Buzz topics in marketing which you will need to engage with to achieve top grades such as digital marketing, global marketing and marketing ethics * An even greater emphasis on employability and marketing in the workplace to help you think about what you want to do beyond university life and how you transfer your new knowledge of marketing into the real world * More fun activities to try with your classmates or outside the classroom as private study * Improved video content on the companion website to help bring alive what you are learning * An interactive e-book and mobile study. This textbook is essential to anyone studying marketing for the first time at university.

Table of Contents:
PART ONE: THIS IS MARKETING Marketing Today The marketing environment PART TWO: MAKING SENSE OF MARKETS Buyer behaviour Market segmentation, targeting and positioning Marketing research PART THREE: THE MARKETING MIX Product Service products Promotion (marketing communications) Place Price PART FOUR: MANAGING MARKETING Building brands using the marketing mix Marketing planning

About the Author :
Rosalind Masterson was a Principal Lecturer at De Montfort University until 2013. She has taught extensively, and has been subject and programme leader, at both undergraduate and postgraduate levels. This book came about as part of an extensive re-design of the university's core first year undergraduate module: Principles of Marketing. She has taught, and been external examiner, at a number of universities during an academic career spanning twenty years. Rosalind's commercial experience includes sales and marketing positions within IBM and Marketing Management for an IT consultancy. She ran her own marketing consultancy and freelance copywriting business for ten years. Ros is a Chartered Institute of Marketing Chartered Marketer, a Member of the Academy of Marketing and a Fellow of the Institute of Higher Education. David Pickton is Honorary Academic Fellow at De Montfort University having been founding member of its academic Marketing Department and its Head. He is Visiting Academic at the Universities of Birmingham, UK, and Vienna, Austria. He has been visiting lecturer and external examiner at over 20 universities in the UK and internationally. He is an Editorial Board member of the 'Journal of Marketing Communications', 'Innovative Marketing Journal', and 'Marketing Intelligence and Planning', and, previously, on the 'Journal of Brand Management' and 'Corporate Communications: An International Journal'. He has written numerous articles and contributed to various academic texts. His commercial experience includes marketing management positions on both the client and agency sides of industry, directorship of his own business consultancy and providing executive marketing and management training. His professional affiliations include Fellowships of the Chartered Institute of Marketing, the Royal Society of Arts and the Higher Education Academy.

Review :
A good starter text for non-business studies candidates wanting to ease themselves into the literature. The layout and approach are very user friendly.--Veronica Eastham A very good course support that also offers students interesting and updated case studies to study in groups during tutorials. This book provides a good balance of theoretical concepts and managerial insights to offer students a comprehensive introduction to the vast subject of marketing.--Veronique Pauwels-Delassus As a course team we felt that this book met our students' needs, the chapters were of a manageable size and that it fitted well within a 12-week introductory course. The case studies were interesting and the online material accessible for both the students and the lecturers.--Charlotte Lystor Great book. It provides an excellent overall understanding of the marketing discipline. It shows how to apply the key marketing concepts to different situations by using several interesting up-to-date examples and illustrations which makes this book very easy to read. It is a great book for any undergraduate student who wishes to have an overview of the key elements of marketing.--Magdalena Gonzalez Triay I found this book a really outstanding text that gives basic ideas in marketing in a simple and interesting way with many examples and illustrations. I think my students will find it very useful in their study of marketing.--Dr Tarig Eltayeb This is a really exciting introductory text that brings to life the key principles of marketing. It is packed with good examples of marketing in practice and students will find it highly accessible.--Pauline Maclaran We were impressed with the quality of the companion website to this Higher Educational textbook. Whilst companion websites are nothing new and have been commonplace for over a decade, few invest the time and effort into the overall design and consider the benefit to the text and how it aids study. SAGE therefore raised the bar and added features you would normally expect to find with paid resources and, combined with the textbook, we felt this added real value to the student who is attempting to understand the concept of Marketing, at a Higher Educational level.--Judges Comments Love this book! It's quirky, funny and entertaining - ideal for students new to marketing and I think the students will engage well with it. I like the fact that it isn't too "Americanised", so will appeal to the UK students. It is set out well and easy to follow and ties in nicely with the syllabus.--Hilary Bishop