Marketing

Product Description

Do you want to know how a quintessentially British brand expands into the Chinese market how organizations incorporate social media into their communication campaigns or how a department store can channel its business online? What can you learn from these practices & how could it influence your career whether in marketing or not? Marketing 4th edition will provide the skills vital to successfully engaging with marketing across all areas of society from dealing with sceptical consumers moving a business online & deciding which pricing strategy to adopt through to the ethical implications of marketing to children & being aware of how to use social networking sites to a business advantage In this edition a broader range of integrated examples & market insights within each chapter demonstrate the relevance of theory to the practice featuring companies such as Porsche Facebook & L' Oreal The diversity of marketing on a global scale is showcased by examples that include advertising in the Middle East Soberana marketing in Panama & LEGO's expansion into emerging markets Theory into practice boxes relate these examples back the theoretical frameworks models & concepts outlined in the chapter giving a fully integrated overview of not just what marketing theory looks like in practice but how it can be used to promote a company's success Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner For the fourth edition the authors speak to a range of companies from Withers Worldwide to Aston Martin the City of London Police to Spotify asking marketing professionals to talk you through how they dealt with a marketing problem facing their company Review & discussion questions conclude each chapter prompting readers to examine the themes discussed in more detail & encouraging them to engage critically with the theory Links to seminal papers throughout each chapter also present the opportunity to take learning further Employing their widely-praised writing style the authors continue to encourage you to look beyond the classical marketing perspectives by contrasting these with the more modern services & societal schools of thought while new author Sara Rosengren provides a fresh European perspective to the subject The fourth edition of the best-selling Marketing will pique your curiosity with a fascinating contemporary & motivational insight into this dynamic subject The book is accompanied by an Online Resource Centre that features For everyone Practitioner Insight videos Library of video links Worksheets For students Author Audio Podcasts Multiple choice questions Flashcard glossaries Employability guidance & marketing careers insights Internet activities Research insights Web links For lecturers VLE content Power Point Slides Test bank Essay Questions Tutorial Activities Marketing Resource Bank Pointers on Answering Discussion questions Figures & Tables from the book Transcripts to accompany the practitioner insight videos