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CAIRO BOOKS's Description
Drawing on disciplines such as economics, sociology and psychology,
Introduction to Marketing encourages readers to critically analyse marketing
frameworks, and discuss alternative options. Consideration is given to
marketing problems, and students are invited to debate issues surrounding
these, such as potential causes and effects, rather than be presented with
prescriptive solutions. A chapter on responsible marketing has been added for
the new edition, addressing topics such as ethics, corporate responsibility and
sustainability, and assessing the impact of these topics on the field of
marketing. Content on services marketing has now been integrated throughout the
book, reflecting the changing nature of services and acknowledging the move
towards service based industries.
The new edition maintains a four part structure, beginning with the
fundamentals of the marketing environment and outlining what marketing really
is. Part two considers customers and how they are central to marketing
activities, and part three looks at the marketing mix. The text concludes by
bringing the key themes together with discussion of marketing management of
marketing and marketing in an international context. Through reading the text
students will gain a holistic understanding of marketing and how one area may
impact on another.
A wealth of pedagogical features including case studies and application boxes
highlight the link between theory and practice. Key issues surrounding the
internet and social responsibility are integrated throughout the text, ensuring
students understand the importance and relevance of outside influences on a
company's marketing decisions and actions.
The textbook is accompanied by an online resource centre and all resources
will be updated for the new edition. Suggested answers to case study review
questions have been added to the lecturer part of the site for this edition.
The online resource center features comprise:
Online Resource Center
Suggested answers to case study review questions
Suggested answers to chapter review questions
Additional discussion points
Lecturer guidelines to accompany the PowerPoint slides
Test bank of questions
Additional suggested reading
Case studies with questions
Additional chapter review questions
Multiple choice questions