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CAIRO BOOKS's Description
Marketing offers students and lecturers an integrated learning solution that
combines accessible narrative with a diverse range of electronic tools
available on the book's website and DVD. The purpose of this package is to
bring contemporary marketing perspectives to life for students new to the
concept of marketing, and for it to be motivational, creative, applied and
highly relevant to the student experience. Case Insight interviews with
marketing practitioners, found at the beginning of each chapter, provide
students with actual examples of the material discussed in the text. Each
chapter is also pedagogically enhanced by Marketing Insight boxes. These
learning features show how marketing problems have been solved in the business
world and enable students to apply the theories in the text to real-world
situations. The text begins with fundamental concepts from classical marketing
perspectives and contrasts these with newer perspectives from the relational
and service-based schools of marketing to help students develop knowledge and
encourage critical thinking.
Marketing is an excellent introductory text but can be used for reference
throughout the course of a student's study of marketing or business.
Online Resource Centre and DVD:
For Lecturers: Extensive supplementary digital material featuring video clips
of interviews with the marketing practitioners from the textbook and guest
lectures with academics on the chapter topics to help lecturers illustrate core
marketing concepts to students. Also comprises case studies, a test bank,
tutorial activities and PowerPoint slides to aid lecturers' teaching.
For Students: Provides multiple-choice questions, web-based research
activities and abstracts from seminal papers, enabling students to test their