Foundations of Marketing
- ISBN-10
- 1403903271
- ISBN-13
- 9781403903273
- Series
- Foundations of Marketing
- Category
- Business & Economics
- Pages
- 288
- Language
- English
- Published
- 2005-11-29
- Publisher
- Palgrave Macmillan
- Author
- Jonathan Groucutt
Description
This introductory text examines marketing within the context of a dynamic, contemporary environment. The author is really in-tune with the students, explaining theoretical concepts effectively, using a wide range of mini-cases that bring the subject alive - from Kit Kats to Harry Potter, from obesity to the rejuvenation of the Skoda brand. Groucutt's passion for the subject is clear as he offers a contemporary view of marketing, reflecting complex changes within both society and business, through a development of the marketing mix beyond the traditional 4P and 7P frameworks to encompass a new 10P framework. Concise, affordable and comprehensive in content - this text is a must for all introductory marketing courses. Companion Website: http://www.palgrave.com/foundations/groucutt/
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