000			02658nam a22002297a 4500
999			_c4086 _d4086
005			20221013124259.0
008			221013b ||||| |||| 00| 0 eng d
020			_a9781526494573
082			_a658.8 _bMAS
100			_aMasterson, Rosalind _99290
245			_aMarketing: _b an introduction
250			_a5th
260			_bSage Publications Ltd. _aLondon _c2021
300			_axiii, 539 p.
365			_aGBP _b49.99
504			_aTable of content PART ONE: THIS IS MARKETING Chapter 1: Marketing Today Chapter 2: The Marketing Environment PART TWO: MAKING SENSE OF MARKETS Chapter 3: Buyer Behaviour Chapter 4: Market Segmentation, Targeting and Positioning Chapter 5: Marketing Research PART THREE: THE MARKETING MIX Chapter 6: Product Chapter 7: Service Products Chapter 8: Promotion (Marketing Communications) Chapter 9: Place Chapter 10: Price PART FOUR: MANAGING MARKETING Chapter 11: Building Brands: Using the Marketing Mix Chapter 12: Marketing Planning
520			_aThis easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 5th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition has been fully updated to include: New case studies and examples, offering truly global perspectives. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory. A new and fully streamlined companion website, featuring a range of resources for students and lecturers. Focus boxes throughout the text such as Global, Research, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to. The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study.
650			_aMarketing _9209
700			_aPhilips, Nicholas _99647
700			_aPickton, David _99648
942			_2ddc _cBK