Introduction to Marketing Concepts
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|Format: ||Paperback, 352 pages|
|Other Information: ||Illustrated|
|Published In: ||United Kingdom, 01 June 2005|
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Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing.
The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject.
A balance between basic marketing and strategic concepts makes it suitable for all levels. Each chapter contains a series of vignettes to illustrate the theory, with e-marketing perspective evident throughout and a Web-based resource that accompanies the text.
* Thoughtfully written to accommodate the time pressures on students and lecturers
* An online resource accompanies the book featuring additional case material, a tutor work plan and PowerPoint overheads
* International appeal, featuring topics such as global branding
Table of Contents
Part I: Introduction to Marketing; The Marketing plan; Environmental factors; Market research; Market segmentation and buyer behaviour: Part II: Products, NPD and innovation; Pricing; Promotions; Place: Part III: Analysing competitors and competitive advantage; Targeting, positioning and branding strategy; Implementation; Control
* Thoughtfully written to accommodate the time pressures on students and lecturers * An online resource accompanies the book featuring additional case material, a tutor work plan and PowerPoint overheads * International appeal, featuring topics such as global branding
About the Author
Graeme has a background in management consultancy, and is now a full-time Lecturer in Marketing at Napier University Business School, Edinburgh. He teaches a wide range of undergraduate, professional (CIM) and postgraduate marketing courses and acts as Programme Leader for Napier's MSc. Marketing programme. He has an hons. degree in Engineering and an MBA (both from Heriot-Watt University). Graeme's current research interests focus on developing market orientation within public sector organisations and has recently published (with J Ensor): 'Marketing orientation applied to police service strategies', International Journal of Public Sector Management. Vol. 13 No. 6 John is Head of the School of Marketing and Tourism at Napier University Business School, Edinburgh. John has an MBA from Cranfield Business School, is a Fellow and has Chartered Status of the Institute of Marketing. Apart from this academic background he has considerable business experience in the retail sector. He has undertaken consultancy and led training programmes in a wide range of organisations both in the public and private sector. John's main research interests lie in the area of creativity and innovation in knowledge based service industries.
Elsevier Butterworth Heinemann|
24.6 x 18.9 x 1.7 centimetres (0.54 kg)|
15+ years |