Essentials of Marketing: Theory and Practice for a Marketing Career

This textbook introduces students to core principles of marketing practice with an employability-focused approach,using real-life case studies and examples. It includes a comprehensive running case study and digital learning resources to aid learning and comprehension. It is designed as a core text for undergraduate and postgraduate students studying Introduction to marketing, marketing management, and principles of marketing modules.

Format: Paperback / softback
Length: 484 pages
Publication date: 01 September 2022
Publisher: Taylor & Francis Ltd

This comprehensive textbook provides students with a thorough introduction to all the fundamental principles of marketing practice, with a strong emphasis on employability. It is structured around six pillars, which permeate each chapter: marketing ethics, sustainability, stakeholder engagement, globalization, the power of new media, and measuring success. By contextualizing theory in relatable real-life scenarios and using engaging case studies and examples, the book demystifies complex concepts and appeals to a diverse readership, particularly those who are technologically savvy and globally oriented.

The book includes a comprehensive running case study that allows readers to assume the roles of marketing assistant, marketing manager, and marketing director within regional markets. This hands-on approach enables students to apply the knowledge gained in each chapter to modern, realistic contexts, simulating a marketing career. Key features to facilitate learning and comprehension include case studies, chapter objectives and summaries, key learning points, and key questions.

Designed as a core text for undergraduate and postgraduate students enrolled in Introduction to Marketing, Marketing Management, and Principles of Marketing modules, Essentials of Marketing adopts a uniquely accessible and applied approach. Digital learning resources include a comprehensive instructors manual, PowerPoint slides, and a test bank to support classroom instruction and enhance student engagement.

In summary, this textbook offers a comprehensive and practical guide to marketing principles, equipping students with the skills and knowledge necessary for success in today's competitive business environment.

Weight: 892g
Dimension: 173 x 244 x 29 (mm)
ISBN-13: 9780367773427