About the book

Marketing: A Brief Introduction is an accessible and engaging introduction to the practice and theory of marketing. The book is based on an active learning approach demonstrated through a series of short case studies, practical examples and activities that encourage students to draw upon ther own experiences. Marketing principles are effectively applied to a wide variety of contemporary contexts: entrepreneurial and small business contexts; the not-for-profit as well as the private sector; business to business markets and business to consumer marketing.

As an introductory text, it is written for students new to the study of marketing or those who wish to refresh their knowledge. It can be used in the classroom by students following full or part-time business and management courses at university or college but is also suitable for those studying at home as part of a distance learning programme or for their own interest and self-development.

Key features

• Theory and practice of principles from a no knowledge base to a broad and practical knowledge.
• A number of short and longer cases throughout the text put theory into practice and ties students' personal experiences to the concept of marketing, e.g. market surveys in the high street to internet advertising.
• Coverage of key topics including entrepreneurial and small business contexts, the not-for-profit as well as the private sector, business to business markets and business to consumer marketing.
• Emphasis is placed on practical, commonly used marketing methods such as selling and word of mouth marketing communications.
• The extensive pedagogy is designed to enhance learning whilst actively encouraging students to think for themselves.
• A companion website provides additional resources for students including self-test questions, examples of possible examination questions and a list of useful web links.

Table of Contents

1. What is Marketing
2. The Marketing Context
3. Customers and competitors
4. Buyer behaviour
5. Marketing research
6. Marketing strategy
7. Products: characteristics and strategies
8. Pricing: influences, strategies and methods
9. Promotions I: marketing communications
10. Promotions II: impersonal marketing communications
11. Place: marketing channels
12. Marketing decisions and planning