Essentials of Marketing （8TH）

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Essentials of Marketing （8TH）

Martin, Jane/ Blythe, Jim

ウェブストア価格 ¥15,884（本体¥14,440）
Pearson Education Limited（2023/03発売）
外貨定価 UK£ 54.99
ポイント 144pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 384 p.
言語 ENG
商品コード 9781292429533
DDC分類 658.8

Full Description

Understand the core concepts of marketing explained in a real-life context 'This is an up-to-date, informative and easy to read textbook; essential for new marketers and students, giving them a breadth of knowledge to start their marketing careers.'

Dr. Julie Jones, Aberystwyth University

'A very good text that allows for key areas in the subject to be defined, developed and explored.'

Graeme Price, University of Sunderland

Essentials of Marketing, 8th edition, by Martin and Blythe, provides you with an accessible, lively, and engaging introduction to marketing. It employs a practical approach to explain traditional marketing techniques and theories, and offers the most up-to-date critical perspectives on contemporary themes and concepts in marketing. Using current case studies, in-chapter global examples and activities based on real-life issues and contexts, the text provides everything you need as an undergraduate or postgraduate student to excel in your course. It also serves as an essential guide to new marketers setting off on their marketing careers.

This new edition considers contemporary issues and recent global developments, such as the Covid-19 pandemic, ethical concerns, sustainability, augmented reality, digital marketing and social media trends. Critical thinking sections encourage you to think more deeply about marketing issues contained within the text.

Benefit from new and updated features such as:

Revised chapters such as the one on segmentation reflect the growing importance of the individual customer and customer persona characteristics.
End-of-chapter review questions that compound your understanding and show how to apply the concepts covered in real life contexts.
New case studies to show how marketing theory is applied in the real world.

With a full range of online resources, this text gives you thorough insight into the principles of marketing and their application in real-life industry.

What do marketers do?
The marketing environment
Consumer and buyer behaviour
Segmentation, targeting and positioning
Market research
Products, branding and packaging
Pricing strategies
Distribution
Marketing communications and promotional tools
Marketing planning, implementation and control
Services marketing
Sustainable marketing

Glossary Index