Marketing: An Introduction

Enhanced descriptions from Syndetics:

The Second Edition of Marketing: An Introduction provides a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies. Each chapter contains activities, focus boxes, and self-test questions, encouraging students to practice and apply what they've learned. The book covers the marketing environment, making sense of markets and buyer behavior, the marketing mix, and managing marketing.

Table of contents provided by Syndetics

• Part 1 What is Marketing?
• Marketing Today
• The Marketing Environment
• Part 2 Making Sense of Markets
• Buyer Behaviour
• Market Segmentation, Targeting and Positioning
• Marketing Research
• Part 3 The Marketing Mix
• Product
• Services Product
• Promotion
• Place
• Price
• Part 4 Managing Marketing
• What Do Marketers Do? Marketing Skills and Roles
• Building Brands
• Marketing Planning