Marketing [antikvár]

Preface Welcome to the 2nd edition of Marketing. You may be wondering "why should I buy this marketing textbook?" The simple answer is that your marketing lecturers told us you needed a new one! In our first edition, we were the first truly integrated print and electronic learning package for introductory marketing modules And for this second edition, we've gone further. Before we started writing the 2nd edition we went back to marketing lecturers, building on our research for the 1st edition, to identify how we could further tailor the book to meet your learning needs. We discovered that you needed; > more concise coverage of marketing communications > greater integration between the wealth of material online and the textbook > coverage of advances in new technology and the social web and how to take advantage of these in a marketing context > information on how to get your first job in marketing and what skills employers look for > A chapter dedicated to not for profit and social marketing > A shorter textbook to better fit your module's coverage > More examples from Europe and the Middle East to understand marketing in an international context As with the first edition, the purpose of this package remains to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied, and highly relevant to you. We've included brand new examples from organisations including Oxfam, HMV and Orange to help illustrate how real life practitioners tackle marketing problems. Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer views from the relational and service-based schools of marketing, helping you develop your knowledge and understanding of marketing. On the Online Resource Centre we also provide you with web-based research activities, abstracts from seminal papers, study guidelines, multiple-choice questions, and a flashcard glossary to help you broaden and reinforce your own learning. We aim to provide powerful learning insights into marketing theory and practice, through a series of 'Insight' features - Case, Market, and Research Insights. Marketing is for life, purchased at level 1 or 2 or as reference reading for postgraduate marketing courses but retained and referred to throughout the course of your marketing or business degree. We sincerely hope you enjoy learning more about marketing! Who Should Use This Book? The main audiences for this book are: > Undergraduate students in universities and colleges of Higher and Further Education, who are taught in English, around the world. The case material and the examples within the text are deliberately global and international in scale so that international students can benefit from the text.