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| 005 | 20250102224145.0 | ||
| 008 | 240104s2023 enk b 001 0 eng c | ||
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_a202401241050 _baalzain _c202401081024 _daalzain _c202401041342 _dalawaid _c202401041338 _dalawaid _y202401041331 _zalawaid |
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| 040 |
_aDLC _beng _erda _dDUL |
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| 050 | 1 | 4 |
_aHF5415 _b.B76 2023 |
| 100 | 1 |
_aBrown, David _c(Writer on marketing). _936786 |
|
| 245 | 1 | 0 |
_aEssentials of marketing : _btheory and practice for a marketing career / _cDavid Brown and Alexander Thompson. |
| 264 | 1 |
_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2023. |
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| 300 |
_avii, 449 pages : _billustrations (some colour) ; _c24 cm |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_aunmediated _bn _2rdamedia |
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| 338 |
_avolume _bnc _2rdacarrier |
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| 504 | _aIncludes bibliographical references and index. | ||
| 520 |
_a"This comprehensive textbook introduces students to all the core principles of Marketing practice using an employability-focused approach. Essentials of Marketing is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success. The book demystifies theory by placing it in contexts which are recognisable to a diverse readership, using real-life case studies and examples designed to engage today's technologically savvy and internationally-oriented students. The book includes a comprehensive running case study in which readers are invited to adopt the roles of Marketing Assistant, Marketing Manager and Marketing Director within regional markets, applying the knowledge which they have learned in each chapter into modern, realistic contexts, which simulate a marketing career. Key features to aid learning and comprehension include case studies, chapter objectives and summaries, key learning points and key questions. With a uniquely accessible and applied approach, Essentials of Marketing is designed as a core text for undergraduate and postgraduate students studying Introduction to Marketing, Marketing Management and Principles of Marketing modules. Digital Learning Resources include a comprehensive Instructor's Manual to guide interaction with the applied case study, PowerPoint slides and a test bank"-- _cProvided by publisher. |
||
| 650 | 0 |
_aMarketing. _91271 |
|
| 700 | 1 |
_aThompson, Alexander _c(Writer on marketing). _936787 |
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| 942 |
_2lcc _n0 _cBK |
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| 999 |
_c16316 _d16316 |
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