Introduces the key terms, concepts and practices to provide a firm
foundation for undergraduate students. It discusses contemporary
technologies used in marketing alongside established practices to
develop an understanding of the positive effects of marketing
balanced with critical discussion about it's contribution to the
wider aims of society. International in approach, it highlights a
range of real life practices through examples and short case
studies. It includes: * Marketing as an idea and a practice. * How
to understand and reach customers, researching and choosing
segments * Marketing functions-providing value from products,
services, pricing and distribution to branding and communications.
* Responsible marketing and contemporary technologies To help
support their learning, readers have access to a range of online
resources including chapter-by-chapter multiple choice questions
which will enable them to assess how well they have grasped
individual chapters. The text also features a range of
supplementary readings, in text exercises and cases/examples to
help bring concepts to life.
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