"Foundations of Marketing" provides a highly accessible and absorbing introduction that explores the combination between theory and real-world practice. Moreover, this contemporary text expands the generic marketing mix beyond the 7Ps to 1OPs with the inclusion of Psychology, Performance and Packaging. There are also discussions on the debate between the marketing mix and the relationship marketing schools of thought, competitive intelligence, marketing research, branding and the strategic implications of marketing.
Key features:
over 100 diverse mini-cases and examples that bring the subject alive -varying from Kit Kat chocolate bars, Godzilla, British Airways and Harry Potter to Internet refrigerators and luxury fashion brands. illustrations throughout to highlight key concepts and ideas. discussion of both the internal and external environments that influence our lives and impact upon marketing. useful chapter summaries with reflective questions for individual and group discussion. a glossary of marketing terms.Written in a clear and succinct one-to-one style Foundations of Marketing provides a comprehensive introduction for access, foundation, diploma and undergraduate students.
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