This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Instructors and students can trust that this new edition of Essentials of Marketing 13e- and all of the other teaching and learning materials that accompany it - will satisfy every instructor and students' needs.
One very important thing that you should know about the Internet marketing world is that this is a world that is undergoing constant development. The strides that this world has taken in recent times are nothing short of astounding. What began as a simple backup strategy for traditional forms of offline marketing back in the 80s has now blossomed into a full-fledged industry that has taken all the offline marketing methods under its wing. That is quite true; even the multinational corporations of the world rely more on their online marketing modes, and consider offline marketing only as a consolidation for its Internet-based counterpart. All this could not have happened without the rapid changes that have occurred in the Internet marketing world over the last two decades.
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool.
The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing.
Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today.
Visit the Companion website at www.routledge.com/textbooks/9780415370974
This book is not a 'how to make a million in your first year' book. If that's what you are looking for, you probably need to go back to your Amazon search results. Instead, this book provides a real account of marketing a small business over seven years. In this book I will share with you the marketing I have tried to boost sales, what has worked and what hasn't. I have read a number of business books. These books have claimed that if I follow their advice I can make my business profits sky-rocket. I will talk you through the lessons these books preached and once I tested them, how effective they were. I am hoping that the story of my business journey provides you with some insight, saves you from wasting time, answers some of your questions and gives you ideas for your own business.
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