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Adrian Palmer,0199557446, 9780199557448, Oxford University Press,
Incorporated, 2009
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Drawing on disciplines such as economics, sociology and
psychology, Introduction to Marketingencourages readers to
critically analyse marketing frameworks, and discuss alternative
options.Consideration is given to marketing problems, and students
are invited to debate issuessurrounding these, such as potential
causes and effects, rather than be presented with
prescriptivesolutions. A chapter on responsible marketing has been
added for the new edition, addressingtopics such as ethics,
corporate responsibility and sustainability, and assessing the
impact of thesetopics on the field of marketing. Content on
services marketing has now been integratedthroughout the book,
reflecting the changing nature of services and acknowledging the
movetowards service based industries. The new edition maintains a
four part structure, beginning withthe fundamentals of the
marketing environment and outlining what marketing really is. Part
twoconsiders customers and how they are central to marketing
activities, and part three looks at themarketing mix. The text
concludes by bringing the key themes together with discussion
ofmarketing management of marketing and marketing in an
international context. Through readingthe text students will gain a
holistic understanding of marketing and how one area may impact
onanother. A wealth of pedagogical features including case studies
and application boxes highlightthe link between theory and
practice. Key issues surrounding the internet and social
responsibilityare integrated throughout the text, ensuring students
understand the importance and relevance ofoutside influences on a
company's marketing decisions and actions. The textbook is
accompaniedby an online resource centre and all resources will be
updated for the new edition. Suggestedanswers to case study review
questions have been added to the lecturer part of the site for
thisedition. The online resource center features comprise: Online
Resource Center Lecturerresources: Suggested answers to case study
review questions Suggested answers to chapterreview questions
Additional discussion points PowerPoint slides Lecturer guidelines
to accompanythe PowerPoint slides Test bank of questions Student
resources: Additional suggested readingCase studies with questions
Additional chapter review questions Multiple choice questions
Webexercises Web links
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