Marketing: An Introduction - Softcover

Masterson, Rosalind; Phillips, Nichola; Pickton, David

Softcover

ISBN 10: 1526494574 ISBN 13: 9781526494573

Verlag: SAGE Publications Ltd, 2021

Inhaltsangabe

This easy to use resource opens 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 5th 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 has been fully updated to include:

• New case studies and examples, offering truly global perspectives.
• Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation and cutting-edge theory.
• A new and fully streamlined companion website, featuring a range of resources for students and lecturers.

Focus boxes throughout the text such as Global, Research, 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.

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.

Access all student and lecturer resources online at study.sagepub.com/masterson5e (coming soon)

 

Über diesen Titel

Über die Autorin bzw. den Autor

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.

Von der hinteren Coverseite

This highly accessible fifth edition continues to open windows to the world of marketing, with cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage them to relate theory to practice.

Details zur Ausgabe

• Verlag: SAGE Publications Ltd
• Erscheinungsdatum: 2021
• Sprache: Englisch
• ISBN 10: 1526494574
• ISBN 13: 9781526494573
• Einband: Taschenbuch
• Auflage: 5
• Anzahl der Seiten: 560
• Kontakt zum Hersteller: preigu GmbH & Co. KG; mail@preigu.de; ; Lengericher Landstr. 19; Osnabrück; Niedersachsen; 49078; Deutschland