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Macmillan Higher Education

Marketing

Author(s):
Publisher:

Palgrave

Pages: 320
Series:

Palgrave Business Briefing

Downloads:

Flyer

Sample chapter

Further Actions:

Recommend to library, View companion site

AVAILABLE FORMATS

Paperback - 9781137348241

20 October 2015

$29.99

In stock

Ebook - 9781137336064

16 September 2017

$29.99

In stock


Offering a student-friendly introduction to marketing, this text covers all of the need to know basics in a clear and engaging manner. Marketing is an ideal text for students of all levels coming to the subject for first...

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Offering a student-friendly introduction to marketing, this text covers all of the need to know basics in a clear and engaging manner. Marketing is an ideal text for students of all levels coming to the subject for first time.

Show Less

Content closely follows core course teaching
Low price provides a great alternative to expensive competitors
Concise quickly gets to the core of all key topics
Lots of contemporary, studentfriendly case studies

1. Marketing, Markets, Competition and Co-operation
2. Understanding the Customer
3. Marketing Research
4. Segmentation, Targeting and Positioning
5. Branding
6. Value and Price
7. Delivering Service
8. Marketing Operations and Distribution
9. Integrated Marketing Communications
10. Relationship Marketing
11. Marketing and Ethics
12. Marketing Planning and Strategy.
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Jonathan Groucutt is a Principal Lecturer in Marketing and Strategy at the Business School, Oxford Brookes University, UK. As well as teaching undergraduate, postgraduate and post experience students, he has been involved in module and programme development, both domestically and internationally and has extensive experience of teaching international students. He has written over forty business-related articles and is author of five business academic books, including Business Degree Success (2008) and Foundations of Marketing (2005), both published by Palgrave Macmillan.

Cheryl Hopkins has over 25 years of marketing experience, the last 15 of which have been associated with the Scottish tourism and travel trade...

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Jonathan Groucutt is a Principal Lecturer in Marketing and Strategy at the Business School, Oxford Brookes University, UK. As well as teaching undergraduate, postgraduate and post experience students, he has been involved in module and programme development, both domestically and internationally and has extensive experience of teaching international students. He has written over forty business-related articles and is author of five business academic books, including Business Degree Success (2008) and Foundations of Marketing (2005), both published by Palgrave Macmillan.

Cheryl Hopkins has over 25 years of marketing experience, the last 15 of which have been associated with the Scottish tourism and travel trade industry. She currently runs her own consultancy business.

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