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Marketing offers students and lecturers an integrated learning solution that combines accessible narrative with a diverse range of electronic tools available on the book's website and DVD. 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 to the student experience. Case Insight interviews with marketing practitioners, found at the beginning of each chapter, provide students with actual examples of the material discussed in the text. Each
chapter is also pedagogically enhanced by Marketing Insight boxes. These learning features show how marketing problems have been solved in the business world and enable students to apply the theories in the text to real-world situations. The text begins with fundamental concepts from classical
marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing to help students develop knowledge and encourage critical thinking.
Marketing is an excellent introductory text but can be used for reference throughout the course of a student's study of marketing or business.

Online Resource Centre and
For 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 Provides multiple-choice questions, web-based research activities and abstracts from seminal papers, enabling students to test their knowledge.

859 pages, Paperback

First published April 1, 2008

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Paul Baines

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Displaying 1 - 5 of 5 reviews
Profile Image for marine ♡.
199 reviews
April 24, 2022
I just haven't read two chapters of it but maybe I'll read them later.
This is actually a very good book and it was really helpful for my studies.
Profile Image for Ibrahim Kodssi.
14 reviews1 follower
August 11, 2017
Purely theoritical book that explains basics and principles of marketing. Yet it does not provide a practical approach to marketing. I don't see it useful for making a marketing strategy document or a marketing plan for a company. Further work needs to be done to link it to practice.
Displaying 1 - 5 of 5 reviews

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