Popis knihy

Marketingis the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority and a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' DVD. * he only undergraduate textbook on marketing principles featuring extensive digital material (on both website and DVD) that is fully integrated with the textbook to offer a blended learning solution. * Draws on students' own experiences throughout to capture the readers' interest when they learn about a new topic. * Starts with the basic concepts from classical marketing models and contrasts these with newer perspectives to help students develop knowledge and encourage critical thinking. * Illustrates how marketing problems have been solved in business to enable students to apply the theory learnt to real-world situations. * Extensive complementary digital material featuring video clips of interviews with the marketing practitioners presented in the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. * 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. The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant. Marketingstarts 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. Marketingis 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. Online Resource Centre and DVD: For Lecturers: Extensive supplementary digital material featuring video clips of interviews with the marketing practitioners from the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. Also comprises case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching. For Students: Provides multiple-choice questions, web-based research activities and abstracts from seminal papers to help students test their own learning.