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Full Description
This uniquely accessible textbook offers students and field practitioners a series of insightful lessons on marketing, each exploring a distinct theme. Unlike traditional textbooks, this easy-to-read guide emphasizes creativity and conceptual understanding, allowing you to engage with topics based on your interests without following a fixed order, allowing for a broader understanding of marketing principles and their real-world applications.
The chapters cover a range of key concepts, including:
The evolution of marketing definitions
The fundamentals of positioning
Branding and how it shapes consumer perceptions
Social marketing and its transformative potential
The intricacies of pricing strategies
Each lesson is enriched with real-world examples and illustrations, providing practical insights and making abstract concepts tangible.
This book is an invaluable resource for undergraduate and postgraduate students in Marketing, Management, and Business, as well as practitioners seeking a contemporary update on marketing concepts. By offering a modular, concept-based approach, this book invites you to explore marketing's role and significance in today's dynamic marketspace, encouraging critical reflection and independent thinking. Whether you're a student or a professional, this book provides the tools to deepen your understanding of marketing and its impact on the world around us.
Contents
1/2. "The Times They Are A-Changin'" - Introduction.- 1. "It's Not Me, It's You" - What is Marketing and What it is Not.- 2. "First Things First" - Basic Marketing Concepts.- 3. "You Are Always on My Mind" - Positioning Revisited.- 4. "At Your Service" - Services Marketing.- 5. "Where, When and How" - Distribution Revisited.- 6. "The Price is Right" - Pricing Strategies and Tactics Revisited.- 7. "Are You Talking to Me?" - Communications Revisited.- 8. "What's in a Name?" - Branding Revisited.- 9. "Is This the Real Thing?" - The Image and the Visual Identity.- 10. "Doing Good by Doing Well" - Social Marketing Clarified.
