Marketing: An Introduction
Appropriate for an introductory/principles based marketing course, this book presents a managerial introduction to the basics of modern marketing. ... Show synopsis Appropriate for an introductory/principles based marketing course, this book presents a managerial introduction to the basics of modern marketing. Now in its third edition, it combines the chapters on strategic planning and the marketing process to streamline the marketing management process without sacrificing essential content. Features of the book include "marketing at work" boxes which provide examples and additional real-world information on all aspects of marketing, from consumer behaviour to environmental issues. Emphasis is placed upon ethics and social responsibility; current ethical and societal issues such as subliminal perception in advertising, socially responsible market targeting, ethical issues in pharmaceuticals pricing and "green marketing" are addressed. Coverage of international aspects such as pricing has been expanded in this edition. Company cases are included which refer to appropriate chapters, and each chapter is introduced with a relevant marketing story such as those of Kellogg, Nike, Kodak and Gerber. The following supplements to the text are available: instructor's annotated edition; instructor's resource manual; test item file; colour transparencies; study guide; and transparency masters.