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The new edition maintains a four part structure, beginning with the fundamentals of the marketing environment and outlining what marketing really is. Part two considers customers and how they are central to marketing activities, and part three looks at the marketing mix. The text concludes by bringing the key themes together with discussion of marketing management of marketing and marketing in an international context. Through reading the text students will gain a holistic understanding of marketing and how one area may impact on another.
A wealth of pedagogical features including case studies and application boxes highlight the link between theory and practice. Key issues surrounding the internet and social responsibility are integrated throughout the text, ensuring students understand the importance and relevance of outside influences on a company's marketing decisions and actions.
The textbook is accompanied by an online resource centre and all resources will be updated for the new edition. Suggested answers to case study review questions have been added to the lecturer part of the site for this edition. The online resource center features comprise:
Online Resource Center
Suggested answers to case study review questions
Suggested answers to chapter review questions
Additional discussion points
Lecturer guidelines to accompany the PowerPoint slides
Test bank of questions
Additional suggested reading
Case studies with questions
Additional chapter review questions
Multiple choice questions
Table of Contents
Part One: Marketing: The Fundamentals