Table of Contents
Part 1: Fundamentals of Marketing

1. Marketing in the Modern Organization
2. The Marketing Environment
3. Consumer Behaviour
4. Organizational Buying Behaviour
5. Marketing Ethics and Corporate Social Responsibility
6. Marketing Research and Information Systems
7. Market Segmentation and Positioning

Part 2: Creating Customer Value

8. Value Through Brands
9. Value Through Services
10.Value Through Relationships
11.Value Through Innovation
12. Value Through Pricing

Part 3: Communicating and Delivering Customer Value

13. Integrated Marketing Communications
14. Mass Marketing Communications
15. Direct Marketing Communications
16. Digital Marketing and Social Media
17. Distribution

Part 4: Marketing Planning for Strategic Advantage

18. Marketing Planning: An Overview of Strategic Analysis and Decision-Making
19. Analysing Competitors and Creating a Competitive Advantage
20. Product Strategy: Product Life-Cycle, Portfolio Planning and Product Growth Strategies
21. Global Marketing Strategy
22. Managing Marketing Implementation, Organization and Control

About the Author

The fully updated eighth edition of Principles and Practice of Marketing continues to provide a contemporary and modern introduction to marketing. With a renewed focus that covers the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context and latest developments taking place within marketing. A stimulating range of new resources and real world examples help to bring marketing to life.

Find out:

·         How the bandwagon effect has contributed to the success of online group buying

·         How IKEA delivers sustainable cotton and timber products to millions of customers

·         How social marketing is combatting an obesity crisis

·         How the relaunch of Netto became a case of fighter branding

·         How crowdsourcing is evolving advertising

·         How Abercrombie & Fitch’s store environment could be heading it into the dark

Key Features:

·         A brand new chapter on Relationship Marketing

·         Newly updated structure to focus on the importance of Customer Value

·         Fully updated to cover the latest technologies and digital developments

·         New Marketing in Action boxes and Mini Cases focusing on European and Global companies including Spotify, Rovio, Decathlon, Zara and Amazon

·         44 new and updated end-of-chapter cases provide insights from across a range of businesses; from high street fashion stores and supermarkets (H&M, The Co-operative) and Airlines and services (EasyJet, Pret A Manger), to digital companies (ASOS, Google) and the music and film industries (Apple, Disney).

·         Fully updated and streamlined pedagogy including refocused recommended readings at the end of each chapter, allowing you to expand your knowledge

·         New AdInsight boxes including active QR codes to keep you up-to-date with the latest marketing campaigns and examples