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Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing, helping students develop their knowledge and encourage critical thinking.
It provides learning insights into marketing theory and practice, through a series of "Insight" features - Case, Practitioner, Marketing, Academic and Research Insights.
Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student`s marketing or business degree. It starts with the basic concepts from classical marketing models and contrasts these with newer perspectives.
Key Features :
# The only textbook on marketing principles featuring extensive digital material (on website) that is fully integrated with the textbook to offer a blended learning solution.
# Deals with contemporary marketing practices with relevant examples drawn from developing markets including India
# Illustrates how marketing problems have been solved in business to enable students to apply the theory learnt to real-world situations.
# Includes case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers` teaching.
# Provides multiple-choice questions, web-based research activities, abstracts from seminal papers and study guidelines to help students test their own learning.
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Pages : 704
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