from the authors
Welcome to Marketing. You may be wondering "why another marketing textbook?" Well, the simple answer is that you told us you needed one. Extensive focus group research showed us that you want:
- A less daunting (but still rigorous) book that will offer students real value for money.
- A text that your students can really engage with, taking their experience of marketing as a starting point.
- To be able to give your students insights into what marketing practitioners actually do and the decisions they have to make - and the opportunity to hear from experts from other universities.
- A book that recognises the need to go further than the 4Ps and reflect newer perspectives, covering both classical and modern theories of marketing.
- Help with encouraging students to locate and read seminal papers.
- To teach marketing in a creative, visual way.
THE ONLY UNDERGRADUATE MARKETING TEXT OFFERING A SUBSTANTIAL ONLINE AND DVD PACKAGE THAT IS FULLY INTEGRATED WITH THE BOOK
Marketing has been conceived to fully meet these needs. What's more, it is the only undergraduate marketing text offering a substantial online and DVD package that is fully integrated with the book.
Look out for the academic insights, providing you with a 10 minute guest lecture for every chapter of the book; the practitioner insights - interviews with real marketing practitioners from real organisations; and the marketing resource bank, offering a wealth of visual images and video integrated with each chapter.
