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Marketing Rosalind Masterson

Marketing By Rosalind Masterson

Marketing by Rosalind Masterson

Reviews:
£3.49
New RRP £42.99
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Summary

'This is a really exciting introductory text that brings to life the key principles of marketing. It is packed with good examples of marketing in practice and students will find it highly accessible.' - Pauline Maclaran Professor of Marketing & Consumer Research, Royal Holloway University of London, Editor in Chief Marketing Theory

Marketing Summary

Marketing: An Introduction by Rosalind Masterson

*Winners - British Book Design Awards 2014 in the category Best Use of Cross Media*

Get access to an interactive eBook* when you buy the paperback (Print paperback version only, ISBN 9781446296424)

Watch the video walkthrough to find out how your students can make the best use of the interactive resources that come with the new edition!

With each print copy of the new 3rd edition, students receive 12 months FREE access to the interactive eBook* giving them the flexibility to learn how, when and where they want.

An individualized code on the inside back cover of each book gives access to an online version of the text on Vitalsource Bookshelf (R) and allows students to access the book from their computer, tablet, or mobile phone and make notes and highlights which will automatically sync wherever they go.

Green coffee cups in the margins link students directly to a wealth of online resources. Click on the links below to see or hear an example:

  • Watch videos to get a better understanding of key concepts and provoke in-class discussion
  • Visit websites and templates to help guide students' study
  • A dedicated Pinterest page with wealth of topical real world examples of marketing that students can relate to the study
  • A Podcast series where recent graduates and marketing professionals talk about the day-to-day of marketing and specific marketing concepts

For those students always on the go, Marketing an Introduction 3rd edition is also supported by MobileStudy - a responsive revision tool which can be accessed on smartphones or tablets allowing students to revise anytime and anywhere that suits their schedule.

New to the 3rd edition:

  • Covers topics such as digital marketing, global marketing and marketing ethics
  • Places emphasis on employability and marketing in the workplace to help students prepare themselves for life after university
  • Fun activities for students to try with classmates or during private study to help consolidate what they have learnt

(*interactivity only available through Vitalsource eBook)

Marketing Reviews

We were impressed with the quality of the companion website to this Higher Educational textbook. Whilst companion websites are nothing new and have been commonplace for over a decade, few invest the time and effort into the overall design and consider the benefit to the text and how it aids study. SAGE therefore raised the bar and added features you would normally expect to find with paid resources and, combined with the textbook, we felt this added real value to the student who is attempting to understand the concept of Marketing, at a Higher Educational level. -- Judges Comments
This is a really exciting introductory text that brings to life the key principles of marketing. It is packed with good examples of marketing in practice and students will find it highly accessible. -- Pauline Maclaran
A very good course support that also offers students interesting and updated case studies to study in groups during tutorials. This book provides a good balance of theoretical concepts and managerial insights to offer students a comprehensive introduction to the vast subject of marketing. -- Veronique Pauwels-Delassus
Great book. It provides an excellent overall understanding of the marketing discipline. It shows how to apply the key marketing concepts to different situations by using several interesting up-to-date examples and illustrations which makes this book very easy to read. It is a great book for any undergraduate student who wishes to have an overview of the key elements of marketing. -- Magdalena Gonzalez Triay

Love this book! It's quirky, funny and entertaining - ideal for students new to marketing and I think the students will engage well with it. I like the fact that it isn't too "Americanised", so will appeal to the UK students. It is set out well and easy to follow and ties in nicely with the syllabus.

-- Hilary Bishop
As a course team we felt that this book met our students' needs, the chapters were of a manageable size and that it fitted well within a 12-week introductory course. The case studies were interesting and the online material accessible for both the students and the lecturers. -- Charlotte Lystor
A good starter text for non-business studies candidates wanting to ease themselves into the literature. The layout and approach are very user friendly. -- Veronica Eastham
I found this book a really outstanding text that gives basic ideas in marketing in a simple and interesting way with many examples and illustrations. I think my students will find it very useful in their study of marketing. -- Dr Tarig Eltayeb

About Rosalind Masterson

Rosalind Masterson has taught, and been external examiner, at a number of universities during an academic career spanning twenty years, most recently at De Montfort University. She has been Marketing Subject and Programme Leader at both undergraduate and postgraduate levels and was an Examiner for the Chartered Institute of Marketing. She has developed numerous teaching modules. Ros has a degree in English and American Literature and an MBA. Her commercial experience includes sales and marketing positions mainly within the IT industry. Before moving into academia full time, she ran her own marketing consultancy. David Pickton is Associate Director, Strategic Partnerships. He holds the title, 'Honorary Academic Fellow' from De Montfort University, Leicester, England, having been founding member and head of its academic Department of Marketing. He has been Editorial Board member of a variety of marketing journals and a visiting academic and external examiner at over 20 universities in the UK, Europe and Asia. He has contributed to various academic texts and has written numerous articles, being placed in the top 0.1% of researchers on Academia.edu (by 30-day views of his papers). His commercial experience includes marketing and advertising management positions on both the client and agency sides of industry, and directorship of his own business consultancy. His professional affiliations have included membership of the Academy of Marketing and Fellowships of the Chartered Institute of Marketing, the Royal Society of Arts and the Higher Education Academy.

Table of Contents

PART I: This is Marketing Chapter 1: Marketing today Chapter 2: The marketing environment PART II: Making Sense of Markets Chapter 3: Buyer behaviour Chapter 4: Market segmentation, targeting and positioning Chapter 5: Marketing research PART III: The Marketing Mix Chapter 6: Product Chapter 7: Service products Chapter 8: Promotion (marketing communications) Chapter 9: Place Chapter 10: Price PART IV: Managing Marketing Chapter 11: Building brands using the international marketing mix Chapter 12: Marketing planning

Additional information

GOR010911224
9781446296424
1446296423
Marketing: An Introduction by Rosalind Masterson
Rosalind Masterson
Used - Like New
Hardback
SAGE Publications Ltd
2014-03-25
608
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins

Customer Reviews - Marketing