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A01=Alex Thompson
A01=David Brown
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Author_David Brown
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Essentials of Marketing: Theory and Practice for a Marketing Career

English

By (author): Alex Thompson David Brown

This comprehensive textbook introduces students to all the core principles of marketing practice using an employability-focused approach. Essentials of Marketing is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success. The book demystifies theory by placing it in contexts which are recognisable to a diverse readership, using real-life case studies and examples designed to engage todays technologically savvy and internationally oriented students. The book includes a comprehensive running case study in which readers are invited to adopt the roles of marketing assistant, marketing manager, and marketing director within regional markets, applying the knowledge that they have learned in each chapter into modern, realistic contexts, which simulate a marketing career. Key features to aid learning and comprehension include case studies, chapter objectives and summaries, key learning points, and key questions. With a uniquely accessible and applied approach, Essentials of Marketing is designed as a core text for undergraduate and postgraduate students studying Introduction to marketing, marketing management, and principles of marketing modules. Digital learning resources include a comprehensive instructors manual to guide interaction with the applied case study, PowerPoint slides, and a test bank.

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Original price €59.99
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A01=Alex ThompsonA01=David BrownAge Group_UncategorizedAuthor_Alex ThompsonAuthor_David Brownautomatic-updateCategory1=Non-FictionCategory=KCCategory=KJMV7Category=KJSACategory=KJSMCategory=KNPRCOP=United KingdomDelivery_Delivery within 10-20 working daysLanguage_EnglishPA=AvailablePrice_€50 to €100PS=Activesoftlaunch
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Product Details
  • Weight: 880g
  • Dimensions: 174 x 246mm
  • Publication Date: 01 Sep 2022
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: United Kingdom
  • Language: English
  • ISBN13: 9780367773427

About Alex ThompsonDavid Brown

David M Brown is a marketing academic and leader of the PhD programme at Newcastle Business School Northumbria University. A qualified teacher with 18 years industrial experience David has led modules and programmes at all levels in the UK and overseas. As a visiting academic at Exeter University England he leads an executive MBA module whilst elsewhere he acts as an external examiner of doctoral submissions taught courses and programme validation events for English Scottish and Australian institutions.Alexander Thompson is a senior lecturer at the University of Exeter where he teaches marketing courses and leads the MSc in international business programme. He is passionate about marketing. His research focuses on small-firm entrepreneurship ethnographic research and socio-cultural approaches to marketing. In addition to his academic activities Alex works on numerous marketing research consultancy projects that are centred on helping organisations better understand the voice of their customers. He holds a bachelor of arts degree in cultural anthropology from the College of Wooster an MBA from Central Michigan University and a PhD from Imperial College.

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