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Books > Business & Economics > Business & management > Sales & marketing
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Marketing (Paperback, 5th Revised edition)
Loot Price: R2,154
Discovery Miles 21 540
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Marketing (Paperback, 5th Revised edition)
Expected to ship within 10 - 15 working days
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How does Samsung use data to improve customers' omnichannel
shopping experiences? How does Ipsos MORI develop cross-cultural
market research insights to inform innovation at Unilever? How do
Swedish retail giants collaborate rather than compete in the fight
for more sustainable consumption? With insights from leading
practitioners and exploration of the latest issues to affect
consumers and businesses alike, Marketing, fifth edition, answers
these questions and more, providing the skills vital to
successfully engage with marketing across all areas of society. The
fifth edition sees a broader range of examples and Market Insights
within each chapter, with contributions from academics and
specialists. Companies as diverse as Dolce and Gabbana, Groupon,
and KBC Bank, and issues as topical as showrooming, microtargeting
in US presidential elections, fast fashion, and 'femvertising'
illustrate the theoretical frameworks, models, and concepts
outlined in each chapter, giving a fully integrated overview of not
just what marketing theory looks like in practice but how it can be
used to promote a company's success. Video interviews with those in
the industry offer a truly unique insight into the fascinating
world of a marketing practitioner. The authors speak to marketing
professionals from a range of companies, from Ipsos MORI to Adnams,
Akestam Holst to H&M, who talk through how they dealt with a
marketing problem facing their company and what career advice they
would offer to those starting out in the industry. Review and
discussion questions conclude each chapter, prompting readers to
examine the themes discussed in more detail and encouraging them to
engage critically with the theory. Links to seminal papers
throughout each chapter also present the opportunity to take
learning further; with a suite of online resources designed to
stimulate, assess, and consolidate learning, Marketing is the
complete package for any introductory marketing module. This book
is accompanied by the following online resources. For everyone:
Case insight videos Industry foresight videos Library of video
links For students: Author audio podcasts Multiple-choice questions
Flashcard glossary Internet activities Research insights Web links
For lecturers: VLE content PowerPoint slides Test bank Essay
questions Tutorial activities Discussion question pointers Figures
and tables from the book Case insight video transcripts
General
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