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Ideal for students with no background in the subject,Introduction to Marketingfeatures an exceptionally clear and accessible writing style and a wealth of examples. Drawing on various disciplines including economics, sociology, and psychology, it encourages students to critically analyze marketing frameworks and discuss alternative options. Author Adrian Palmer addresses various marketing problems, engaging students by inviting them to debate the issues involved rather than offering prescriptive solutions. A timely chapter on responsible marketing covers such topics as ethics, corporate responsibility, and environmentalism and assesses their impact on the field. Material on services marketing is integrated throughout, reflecting the changing nature of services and acknowledging the move towards service-based industries. Numerous pedagogical features including case studies, digital marketing boxes, and international marketing boxes highlight the link between theory and practice. Extensive and annotated suggestions for further reading enable students to seek additional knowledge. A Companion Website (coming soon) provides resources for both students and instructors. NEW TO THIS EDITION: * The final two chapters from the previous edition--"Managing the Marketing Effort" and "Global Marketing"--have been merged, providing an integrative summary of marketing and highlighting the problems of implementation in an increasingly globalized world * Additional examples of international marketing reflect the global nature of today's field and appeal to an increasingly international student audience * Increased coverage of contemporary issues--including how mobile internet, social network media, and recessions can influence marketing--make the text more relevant to students * A suite of video links on the Companion Website brings the subject to life
Table of Contents
Part One: Marketing: The Fundamentals 1. What Is Marketing? 2. The Marketing Environment 3. Socially Responsible Marketing Part Two: Understanding Customers 4. Buyer Behavior and Relationship Development 5. Marketing Research 6. Segmentation, Positioning and Targeting Part Three: Developing the Marketing Mix 7. Competitor Analysis and Brand Development 8. Developing the Product 9. Pricing 10. Channel Intermediaries 11. Marketing Communications Part Four: Bringing it Together 12. Managing the Marketing Effort in a Global Environment