Marketing: An Introduction

<span>Get 12 months FREE access to an interactive eBook* when you buy the paperback! (Print paperback version only, ISBN 9781473975859 ) </span><span>

Previous edition winner of the British Book Design and Production Award for "Best Use of Cross Media 2014", this easy to use tool allows students to switch from web resources to the print text and back again, opening windows to the world of marketing through cases that are vibrant and engaged, digital links that allow students to explore topics in more detail and other media 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 4th 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 welcomes a new 3rd author and has been fully updated to include: </span>

• <span>31 new case studies (including 5 new end of chapter and 26 new focus boxes ), featuring a greater number of case studies from digital/social media marketing, Uber and the gig economy, Google and crowdsourcing and Amazon s drone delivery service.</span>
• <span>Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory. </span>
• <span>A fully updated and streamlined interactive eBook led by student feedback.</span>

<span>Focus boxes throughout the text such as Global, Consumer, B2B, 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 such as Taylor Swift taking on Spotify.</span>

<span>The new edition comes packed with features that can be used by lecturers for in class or VLE upload and students in their own self-directed study, to encourage engagement with the subject matter and relate theory to practice.</span>

<span>Furthermore, the book is complimented by a FREE interactive eBook which gives students access to web links, video links, SAGE journal articles, MCQ s, podcasts and flashcards, allowing access on the go and encouraging learning and retention whatever the learning style.

Suitable as core reading for undergraduate marketing students.  

*interactivity only available through Vitalsource eBook</span>

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.

David Pickton is Associate Director, Strategic Partnerships. He holds the title, ‘Honorary Academic Fellow’ from De Montfort University, Leicester, England, having been founding member and head of its academic Department of Marketing. He has been Editorial Board member of a variety of marketing journals and a visiting academic and external examiner at over 20 universities in the UK, Europe and Asia. He has contributed to various academic texts and has written numerous articles, being placed in the top 0.1% of researchers on Academia.edu (by 30-day views of his papers).

His commercial experience includes marketing and advertising management positions on both the client and agency sides of industry, and directorship of his own business consultancy. His professional affiliations have included membership of the Academy of Marketing and Fellowships of the Chartered Institute of Marketing, the Royal Society of Arts and the Higher Education Academy.