Marketing: An Introduction - Softcover

Masterson, Rosalind; Pickton, David

Softcover

ISBN 10: 184920571X ISBN 13: 9781849205719

Publisher: SAGE Publications Ltd, 2010

Synopsis

The Second Edition of Marketing: An Introduction provides a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies. Each chapter contains activities, focus boxes, and self-test questions, encouraging students to practice and apply what they've learned. The book covers the marketing environment, making sense of markets and buyer behavior, the marketing mix, and managing marketing.

About this title

About the Author

Rosalind Masterson was a Principal Lecturer at De Montfort University until 2013. She has taught extensively, and has been subject and programme leader, at both undergraduate and postgraduate levels. This book came about as part of an extensive re-design of the university’s core first year undergraduate module: Principles of Marketing. She has taught, and been external examiner, at a number of universities during an academic career spanning twenty years.

Rosalind’s commercial experience includes sales and marketing positions within IBM and Marketing Management for an IT consultancy. She ran her own marketing consultancy and freelance copywriting business for ten years.

Ros is a Chartered Institute of Marketing Chartered Marketer, a Member of the Academy of Marketing and a Fellow of the Institute of Higher Education.

Review

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)

Edition details

• Publisher: SAGE Publications Ltd
• Publication date: 2010
• ISBN 10: 184920571X
• ISBN 13: 9781849205719
• Binding: Paperback
• Language: English
• Edition number: 2
• Number of pages: 528