Książki

Like Brassington’s Principles of Marketing, this ‘essentials’ text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response. Written in a lively style with great design, Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course in Marketing.

Please note that the product you are purchasing does not include MyMarketingLab.

MyMarketingLab

Join over 11 million students benefiting from Pearson MyLabs.

This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.

These are the steps you need to take:

1. Make sure that your lecturer is already using the system

Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.

2. Check whether an access card has been included with the book at a reduced cost

If it has, it will be on the inside back cover of the book.

3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9780273727729)

4. If your lecturer is using the MyLab and you would like to purchase the product...

Go to www.pearsonmylabandmastering.com/global/mymarketinglab to buy access to this interactive study programme.

For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator

Essentials of Marketing

• Contents


• Brief contents


• Guided tour of the book and MyMarketingLab


• Endorsements


• Preface


• About the authors


• Acknowledgements


• 1 Marketing dynamics


• Learning objectives


• Introduction


• Marketing defined


• The marketing concept in the organisation


• Marketing management responsibilities


• Marketing scope


• Chapter summary


• Questions for review and discussion


• Case study 1 Devices and desires


• References for chapter 1


• 2 The European marketing environment


• Learning objectives


• Introduction


• The nature of the European marketing environment


• The sociocultural environment


• The technological environment


• The economic environment


• The ethical environment


• The political and legal environments


• The ecological environment


• Chapter summary


• Questions for review and discussion


• Case study 2 Got any gum, chum?


• References for chapter 2


• 3 Buyer behaviour


• Learning objectives


• Introduction


• The consumer decision-making process


• Buying situations


• Environmental influences


• Psychological influences: the individual


• Sociocultural influences: the group


• Defining B2B marketing


• B2B customers


• Characteristics of B2B markets


• The buying decision-making process


• The buying centre


• Buying criteria


• Chapter summary


• Questions for review and discussion


• Case study 3 Choose your own remedy


• References for chapter 3


• 4 Segmenting markets


• Learning objectives