000			02667nam a22002057a 4500
005			20240206111536.0
008			240206b |||||||| |||| 00| 0 eng d
020			_a9780367773427
082			_a658.8 _bBRO
100			_aBrown, David M. _913919
245			_aEssentials of marketing: _btheory and practice for a marketing career
260			_bRoutledge _aNew York _c2023
300			_a449 p.
365			_aGBP _b46.99
500			_aIntroduction 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
520			_aThis 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			_aMarketing--Management _913795
650			_aMarketing _913245
942			_cBK _2ddc
999			_c5650 _d5650