Marketing: An Introduction

By: Rosalind Masterson and David Pickton and Nichola Phillips

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Synopsis: A comprehensive and foundational text introducing the essential concepts of Marketing. Marketing: An Introduction is an easy-to-read and engaging textbook that would help students not only to understand the theoretical principles but also to learn how to apply them in practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers, the book demystifies key technologies and terminologies, demonstrating where and how emerging digital marketing techniques and tools fit into contemporary marketing planning and practice. This textbook will be a useful resource for the students beginning to explore the world of marketing as well as those seeking to gain a deeper understanding of the basic concepts. Key Features: • Explores digital innovations, social media marketing and online campaigns • Illustrates the importance of sustainability and ethical practices to contemporary marketing • Highlights key examples from a major area of employment in marketing, business-to-business (B2B) • Well-researched, relevant case studies, and activities throughout the book