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Essentials of Marketing, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Essentials of Marketing

• Half-Title Page


• Title Page


• Copyright Page


• Brief Contents


• Contents


• List of Tables


• List of Figures


• Preface to the Seventh Edition


• Acknowledgements


• 1 What do marketers do?


• Objectives


• Introduction


• About marketing


• The development of the marketing concept


• Marketing and other business disciplines


• Marketing on a day-to-day basis


• Marketing jobs


• Key concepts in marketing


• Definitions of some marketing terms


• Meeting marketing resistance


• Quotations about marketing


• Case Study 1: Lush


• Summary


• Chapter questions


• Further reading


• References


• 2 The marketing environment


• Objectives


• Introduction


• The marketing environment


• The external environment


• The international environment


• World trade initiatives


• The internal environment


• Case Study 2: Samsung


• Summary


• Chapter questions


• Further reading


• References


• 3 Consumer and buyer behaviour


• Objectives


• Introduction


• Consumer behaviour


• Perception


• Influences on the buying decision


• Impulse buying


• Industrial buyer behaviour


• Case Study 3: Armani


• Summary


• Chapter questions


• Further reading


• References


• 4 Segmentation, targeting and positioning


• Objectives


• Introduction


• Reasons for segmenting markets


• Segmentation variables


• Segmenting industrial marke