MARC details
| 000 -LEADER |
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| fixed length control field |
02667nam a22002057a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20240206111536.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
240206b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780367773427 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Item number |
BRO |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Brown, David M. |
| 245 ## - TITLE STATEMENT |
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| Title |
Essentials of marketing: |
| Remainder of title |
theory and practice for a marketing career |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Name of publisher, distributor, etc. |
Routledge |
| Place of publication, distribution, etc. |
New York |
| Date of publication, distribution, etc. |
2023 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
449 p. |
| 365 ## - TRADE PRICE |
|---|
| Price type code |
GBP |
| Price amount |
46.99 |
| 500 ## - GENERAL NOTE |
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| General note |
Introduction<br/><br/>PART 1: MARKETING AND ENVIRONMENT<br/><br/>The Meaning of Marketing<br/>Strategic Planning<br/>Market Research<br/>The Marketing Environment<br/>PART 2: MARKETING STRATEGY AND ANALYSIS<br/><br/>Segmentation, Targeting & Positioning<br/>Products<br/>Brands and Brand Management<br/>Pricing<br/>PART 3: BEHAVIOUR AND RELATIONSHIPS<br/><br/>Buyer Behaviour<br/>Marketing Ethics, Sustainability and Corporate Social Responsibility<br/>Services, Relationship and Internal Marketing<br/>PART 4: COMMUNICATING, SELLING, MEASURING<br/><br/>Principles of Integrated Marketing Communications<br/>Advertising, Sales Promotion, Public Relations and Sponsorship<br/>Personal Selling & Sales Management<br/>Channel Management<br/>Digital Marketing |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach. Essentials of Marketing is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success. The book demystifies theory by placing it in contexts which are recognisable to a diverse readership, using real-life case studies and examples designed to engage today’s technologically savvy and internationally oriented students. The book includes a comprehensive running case study in which readers are invited to adopt the roles of marketing assistant, marketing manager, and marketing director within regional markets, applying the knowledge that they have learned in each chapter into modern, realistic contexts, which simulate a marketing career. Key features to aid learning and comprehension include case studies, chapter objectives and summaries, key learning points, and key questions. With a uniquely accessible and applied approach, Essentials of Marketing is designed as a core text for undergraduate and postgraduate students studying Introduction to marketing, marketing management, and principles of marketing modules. Digital learning resources include a comprehensive instructor’s manual to guide interaction with the applied case study, PowerPoint slides, and a test bank. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing--Management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| Source of classification or shelving scheme |
Dewey Decimal Classification |