Name: Marketing By Rosalind Masterson
SKU: 9781526426321
Price: 18.00 GBP
Availability: InStock

Marketing Summary

Marketing: An Introduction by Rosalind Masterson

Get 12 months FREE access to an interactive eBook when purchasing the paperback*

Previous edition winner of the British Book Design and Production Award for Best Use of Cross Media 2014

This easy to use resource allows students to switch from digital to the print text and back again, opening 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 4th 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 welcomes a new 3rd author and has been fully updated to include:

31 New case studies (including 5 new end of chapter and 26 new 'focus boxes'), featuring a greater number of case studies from digital/social media marketing, Uber and the sharing economy, Google and crowdsourcing and Amazon's drone delivery service.
Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory.
A fully updated and streamlined interactive eBook led by student feedback.

Focus boxes throughout the text such as Global, Consumer, 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 such as Taylor Swift taking on Spotify.

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.

Furthermore, the book is complemented by a FREE interactive eBook with access to web links, video links, SAGE journal articles, MCQ's, podcasts and flashcards, allowing access on the go and encouraging learning and retention whatever the learning style.

Suitable as core reading for undergraduate marketing students.

*Interactivity only available through the eBook included as part of paperback product (ISBN 9781526426321).
Access not guaranteed on second-hand copies (as access code may have previously been redeemed).

Marketing Reviews

An excellent introduction to all the key aspects of marketing. The new edition addresses many of the latest trends and incorporates a rich variety of real-life examples to really engage the student. -- Mohammed Hanif-Patel
Excellent examples, activities and links to academic research, which provides the perfect introduction to marketing for undergraduate students and will continue to be useful throughout their programme of study. -- Charlotte Lystor
Cleverly organized in short bursts of information, which suit modern students' needs. It is well-supported by various examples and specialist features highlighting key marketing theory and practice. -- Riccardo Benzo
An engaging and intuitive book to guide students through the marketing world. Not only does it present key principles in a clear way, but it provides examples to improve knowledge acquisition as well. The succinctness of this book made exam revision much easier. -- G Warwaszynska
This book is easy to read and revise from due to the use of colour and images. It also usefully guides you to wider reading around topics, through the research focus boxes which can help you with essays! -- E Stevens
Coherent, easy to navigate and engaging; all the right words which sum up this latest edition. My favourite element of the book is the revision questions and case studies at the end of each chapter, making troublesome revision a thing of the past. -- M Chaggar
A beautifully engaging book, with the ability to help all types of learners gain academic knowledge with ease. -- C Singleton

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. Nichola Phillips is Associate Professor, Marketing at De Montfort University. Nichola has developed and delivered a wide range of marketing communications modules at undergraduate and postgraduate level and also served as Marketing Subject Leader. Nichola read Experimental Psychology at the University of Oxford before pursuing a career in Public Relations management, latterly as Divisional Director at the RED Consultancy, London. Nichola's particular interest in digital marketing and social media stems from her work, both agency and client-side, for Microsoft's MSN network of internet sites and services. Current research interests include digital and transitional identities and the form and function of online consumption narratives. 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.

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

Additional information

Sku

GOR009851910

ISBN 13

9781526426321

ISBN 10

1526426323

Title

Marketing: An Introduction by Rosalind Masterson

Author

Rosalind Masterson

Condition

Used - Very Good

Binding type

Hardback

Publisher

SAGE Publications Ltd

Year published

20170915

Number of pages

560

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Marketing Rosalind Masterson

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Marketing by Rosalind Masterson

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Marketing Summary

Marketing: An Introduction by Rosalind Masterson

Marketing Reviews

About Rosalind Masterson

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