Introduction to Marketing
Concepts and Contexts
Seiten
2026
Bloomsbury Academic (Verlag)
978-1-350-36147-8 (ISBN)
Bloomsbury Academic (Verlag)
978-1-350-36147-8 (ISBN)
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This concise introductory textbook enables students to understand and apply the key concepts of marketing.
This concise introduction to marketing essentials provides a grounding in the key concepts of the subject and the contexts in which they operate. Considering how the organisation must deal clearly with the contrasting value needs of both consumer and customer, the text views marketing through three topical lenses: technology, responsibility and employability. This provides a unique contemporary approach for today's students.
The structure enables students to work through topics in a logical order. Throughout, the author reflects on the differences between best practice and reality. Recognisable brand examples stimulate applied thinking and encourage situational awareness of the issues that shape marketing practices at local, national and global levels.
A wealth of pedagogical features consolidates students' knowledge of key concepts. They include a running case study, real life cases, quizzes and discussion and reflection prompts. This digestible yet critical introduction to marketing will help undergraduate students to understand how value is transferred from organisations to the market, using a broad range of marketing mix techniques.
This concise introduction to marketing essentials provides a grounding in the key concepts of the subject and the contexts in which they operate. Considering how the organisation must deal clearly with the contrasting value needs of both consumer and customer, the text views marketing through three topical lenses: technology, responsibility and employability. This provides a unique contemporary approach for today's students.
The structure enables students to work through topics in a logical order. Throughout, the author reflects on the differences between best practice and reality. Recognisable brand examples stimulate applied thinking and encourage situational awareness of the issues that shape marketing practices at local, national and global levels.
A wealth of pedagogical features consolidates students' knowledge of key concepts. They include a running case study, real life cases, quizzes and discussion and reflection prompts. This digestible yet critical introduction to marketing will help undergraduate students to understand how value is transferred from organisations to the market, using a broad range of marketing mix techniques.
Andrew Corcoran is Associate Professor in Marketing at Nottingham University, UK.
Introduction
1. The Role, Form and Dynamics of Markets
2. The Competitive Market Environment
3. Consumer Behaviour
4. Market Research and Insight
5. Segmentation and Strategy
6. Products
7. Pricing
8. Place
9. Promotion
10. Customer experience
| Erscheint lt. Verlag | 19.2.2026 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 1-350-36147-X / 135036147X |
| ISBN-13 | 978-1-350-36147-8 / 9781350361478 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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