Essentials of Marketing
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Description
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Essentials of Marketing, seventh edition, 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.
Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline. The 7 th edition also in…
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With Perlego (The Spotify for Books) you get unlimited access to
more than 250,000 professional and self-development books in one
simple space for one simple price. You can learn on the go with our
mobile app!
Essentials of Marketing, seventh edition, 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.
Using contemporary case studies, in-chapter examples and
suggestions for further reading the book provides everything an
undergraduate or CIM student needs to excel in their discipline.
The 7 th edition also includes increased content on digital
marketing, as well as a new ‘thinking ethically’ feature which is
designed to make students think about this vital area of
marketing.
The book is further complemented by a full range of online
resources, including companion website, power-point slides and an
instructor’s manual.
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