Marketing
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Autori: Paul Baines,Chris Fill, and Kelly Page Termeni de plata si livrare: *Preturile afisate sunt preturi finale: contin TVA (9%), contin toate costurile ocazionate de transport (valabil doar pentru Bucuresti), comisioane bancare, vama si manipulare. Pentru livrari in provincie se aplica o taxa de 18 RON. |
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(disponibila pentru moment doar in limba engleza)
• The only textbook on marketing principles featuring extensive digital material (on both website and DVD) that is fully integrated with the textbook to offer a blended learning solution.
• Draws on students' own experiences throughout to capture the readers' interest when they learn about a new topic.
• Starts with the basic concepts from classical marketing models and contrasts these with newer perspectives to help students develop knowledge and encourage critical thinking.
• Illustrates how marketing problems have been solved in business to enable students to apply the theory learnt to real-world situations.
• Extensive complementary digital material featuring video clips of interviews with the marketing practitioners presented in the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students.
• Includes case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching.
• Provides multiple-choice questions, web-based research activities, abstracts from seminal papers and study guidelines to help students test their own learning.
Marketing is the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority and a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' 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.
Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing, helping students develop their knowledge and encourage critical thinking.
It provides learning insights into marketing theory and practice, through a series of "Insight" features - Case, Practitioner, Marketing, Academic and Research Insights.
Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student's marketing or business degree.
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 to help students test their own learning.
Readership: MBA students and MSc Business students.
Reviews:
• 'This outstanding book has everything that a practitioner, student or lecturer could possibly want, presented in a different, creative and easily digested format. It is a big book in every sense of the term, yet it is easily accessible. Paul Baines and his co-authors have an excellent pedigree and I heartily recommend this book to you.' - Emeritus Professor Malcolm McDonald, Cranfield University School of Management.
• 'First, the coverage is bang up-to-date with lots on online and environmental marketing. Second, the support resources are great. The sample slides that I have seen are much better than those of other books and the multiple choice test banks will be very useful.' - Charles Dennis, Brunel University.
• ''At last an innovative new addition to the marketing textbook market. The authors have taken a student focused view and produced a comprehensive package which brings together up to date theory and current practice, all explained in accessible language and demonstrated through real world examples.'' - Professor Caroline Tynan, Nottingham University Business School
• ''This new text is a breath of fresh air. Marketing covers so many aspects of business, communication, consumption and society nowadays. Nevertheless, the authors succeed in introducing the subject, explaining theory and practice, providing a clear navigation guide for students and setting Marketing within its wider context.'' - Professor Michael Saren, School of Management, University of Leicester
• ''I've read some very good chapters ... the [Marketing] Insights are very good - contemporary and relevant.'' - Matthew Wood, University of Brighton
• ''[This textbook] has the potential to make a real contribution to educating marketers who can think as well as do ... I welcome the move away from the ethically barren decision-making that is sometimes espoused in existing texts that seems as dated nowadays as 1980s power shoulder pads.'' - Janice Moorhouse, Thames Valley University
• ''The text promises an exciting and dynamic approach while the structure of the contents follows existing marketing texts.'' - Fiona Ellis-Chadwick, University of Loughborough
Author Information:
Paul Baines, School of Management, Cranfield University,
Chris Fill, Portsmouth Business School, University of Portsmouth, and
Kelly Page, Cardiff Business School, University of Cardiff