Essentials of marketing: theory and practice for a marketing career

Introduction

PART 1: MARKETING AND ENVIRONMENT

The Meaning of Marketing
Strategic Planning
Market Research
The Marketing Environment
PART 2: MARKETING STRATEGY AND ANALYSIS

Segmentation, Targeting & Positioning
Products
Brands and Brand Management
Pricing
PART 3: BEHAVIOUR AND RELATIONSHIPS

Buyer Behaviour
Marketing Ethics, Sustainability and Corporate Social Responsibility
Services, Relationship and Internal Marketing
PART 4: COMMUNICATING, SELLING, MEASURING

Principles of Integrated Marketing Communications
Advertising, Sales Promotion, Public Relations and Sponsorship
Personal Selling & Sales Management
Channel Management
Digital Marketing

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.