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Essentials of Marketing David Brown (University of Manchester, UK)

Essentials of Marketing By David Brown (University of Manchester, UK)

Essentials of Marketing by David Brown (University of Manchester, UK)

Reviews:
$300.29
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Summary

This comprehensive textbook introduces students to all the core principles of Marketing practice using an employability-focused approach. This book is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success.

Essentials of Marketing Summary

Essentials of Marketing: Theory and Practice for a Marketing Career by David Brown (University of Manchester, UK)

* Designed as a core textbook for a broad range of essential Marketing courses and modules, with textbook pedagogy included throughout to aid understanding and cement learning.
* Uniquely practical and applied in its approach with an emphasis on employability, with a 25,000-word running case study embedded within each chapter, which enables students to 'progress' through a 'marketing career' by applying their newly learned knowledge into realistic and modern context.
* Unlike the competition in the area, this is a concise textbook, which is user-friendly for a wide, international readership.

Essentials of Marketing Reviews

This book provides a number of valuable insights into the basics of marketing, in order to give students a broad foundation to build on. The text uses relevant examples that students can easily relate to - while asking pertinent questions, which further develop the thought processes that facilitate the understanding of marketing. It is written in a very clear and easy-to-read format, enabling key points to be covered in a very time-efficient approach. The information used in the book is very up to date and will help students to frame contemporary marketing concepts in an academic manner. The authors have clearly invested key elements of their knowledge and experience into this text book!

Jessica Lichy HDR, PhD, MBA

Essentials of Marketing is a comprehensive and engaging book which provides up to date and modern insights into marketing. What I like most about this textbook is its ability to blend seamlessly theoretical content, case insights and online support for students. Each topic is communicated in an easy to read format and key topics are separated out into four key parts making it easy for students understand the key processes in marketing strategy. This textbook is a must for any introductory marketing courses. I highly recommend it.

Dr Madeline Powell

About David Brown (University of Manchester, UK)

David M Brown is a marketing academic and leader of the PhD programme at Newcastle Business School, Northumbria University. A qualified teacher with 18 years' industrial experience, David has led modules and programmes at all levels in the UK and overseas. As a visiting academic at Exeter University, England, he leads an executive MBA module, whilst elsewhere he acts as an external examiner of doctoral submissions, taught courses and programme validation events for English, Scottish, and Australian institutions.

Alexander Thompson is a senior lecturer at the University of Exeter, where he teaches marketing courses and leads the MSc in international business programme. He is passionate about marketing. His research focuses on small-firm entrepreneurship, ethnographic research, and socio-cultural approaches to marketing. In addition to his academic activities, Alex works on numerous marketing research consultancy projects that are centred on helping organisations better understand the voice of their customers. He holds a bachelor of arts degree in cultural anthropology from the College of Wooster, an MBA from Central Michigan University, and a PhD from Imperial College.

Table of Contents

Acknowledgements, Introduction, PART 1: MARKETING AND ENVIRONMENT, 1. The Meaning of Marketing, 2. Strategic Planning, 3.Market Research, 4.The Marketing Environment, PART 2: MARKETING STRATEGY AND ANALYSIS, 5. Segmentation, Targeting, and Positioning, 6. Products, 7. Brands and Brand Management, 8. Pricing, PART 3: BEHAVIOUR AND RELATIONSHIPS, 9. Consumer and Buyer Behaviour, 10. Marketing Ethics, Sustainability and Corporate Social Responsibility, 11. Services, Relationship and Internal Marketing, PART 4: COMMUNICATING, SELLING, MEASURING, 12. Principles of Integrated Marketing Communications, 13, Advertising, Sales Promotion, Public Relations and Sponsorship, 14. Personal Selling and Sales Management, 15. Channel Management, 16. Digital Marketing, Index

Additional information

NPB9780367773410
9780367773410
0367773414
Essentials of Marketing: Theory and Practice for a Marketing Career by David Brown (University of Manchester, UK)
David Brown (University of Manchester, UK)
New
Hardback
Taylor & Francis Ltd
2022-09-01
484
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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