Foundations of Marketing
Foundations of Marketing
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Summary
This contemporary introductory text explores the key areas of marketing within an international context. Containing over 100 examples and mini cases, this text seeks to place marketing in the context of the world that we inhabit.
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Foundations of Marketing by Jonathan Groucutt
This contemporary introductory text explores the key areas of marketing within an international context. Moreover it seeks to expand the generic marketing mix from 7Ps to 10Ps with the inclusion of Performance, Packaging and Psychology. Whilst aimed at undergraduates, it is written in a clear succinct style that makes it accessible to non-marketers and business people alike. Theories are brought to life through the use of contemporary real-world examples, including the impact of SARS, terrorism and extreme weather on marketing operations. Containing over 100 examples and mini cases, this text seeks to place marketing in the context of the world that we inhabit. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/foundations/groucutt/index.asp
'Groucutt's Foundations of Marketing text advances the field of marketing by providing a comprehensive framework for integrating all major marketing functions in a well developed systemThis system is sure to aid all students and practitioners in the field of marketing.' - Dr Milton Mayfield, Texas A&M International University, USA 'This book should be welcomed by lecturers on Level 1 and Foundation Marketing courses...I believe that it is likely to be a success, despite formidable competition.' - Charles Dennis, Marketing Pathway Leader, Brunel University, UK
JONATHAN GROUCUTT is a Senior Lecturer at Oxford Brookes University Business School, UK. A Fellow and member of numerous professional organizations, Jonathan is author of over 40 business articles and several books including Mastering e-Business (with Paul Griseri, published by Palgrave Macmillan) and Marketing: Essential Principles, New Realities (with Peter Leadley and Patrick Forsyth).
| SKU | Unavailable |
| ISBN 13 | 9781403903273 |
| ISBN 10 | 1403903271 |
| Title | Foundations of Marketing |
| Author | Jonathan Groucutt |
| Series | Palgrave Foundations Series |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Palgrave USA |
| Year published | 2005-10-14 |
| Number of pages | 432 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |