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Offering a student-friendly introduction to marketing, this text covers all of the need to know basics in a clear and engaging manner. Marketing is an ideal text for students of all levels coming to the subject for first time.
1. Marketing, Markets, Competition and Co-operation
2. Understanding the Customer
3. Marketing Research
4. Segmentation, Targeting and Positioning
5. Branding
6. Value and Price
7. Delivering Service
8. Marketing Operations and Distribution
9. Integrated Marketing Communications
10. Relationship Marketing
11. Marketing and Ethics
12. Marketing Planning and Strategy.
Jonathan Groucutt is a Principal Lecturer in Marketing and Strategy at the Business School, Oxford Brookes University, UK. As well as teaching undergraduate, postgraduate and post experience students, he has been involved in module and programme development, both domestically and internationally and has extensive experience of teaching international students. He has written over forty business-related articles and is author of five business academic books, including Business Degree Success (2008) and Foundations of Marketing (2005), both published by Palgrave Macmillan.
Cheryl Hopkins has over 25 years of marketing experience, the last 15 of which have been associated with the Scottish tourism and travel trade industry. She currently runs her own consultancy business.
The Business Briefings series offers authoritative introductory textbooks in core business topics. Covering the basics and providing springboards to further study, the books take a no-nonsense, practical approach, and are ideal as accessible introductions or as revision guides.
This book covers the essentials of marketing, providing students with a clear and succinct overview of the topic. It has been carefully developed to cover the basic principles, concepts and frameworks used in contemporary marketing, and focuses on key subjects including branding, planning and strategy, and communications. This is an ideal guide for students coming to the subject for the first time, or for those seeking a quick refresher.
Key benefits: • Concise yet authoritative • Ideal as an introduction or a revision guide • Helpful examples demonstrate how theories and concepts link to the real world
