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Marketing: An Introduction

Rosalind Masterson, David Pickton

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ISBN 10: 184920571X / ISBN 13: 9781849205719
Editorial: SAGE Publications Ltd, 2010
Nuevos Condición: New Encuadernación de tapa blanda
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Detalles bibliográficos

Título: Marketing: An Introduction

Editorial: SAGE Publications Ltd

Año de publicación: 2010

Encuadernación: Paperback

Condición del libro:New

Edición: Second Edition.

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The Second Edition of Marketing: An Introduction provides a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies. Each chapter contains activities, focus boxes, and self-test questions, encouraging students to practice and apply what they've learned. The book covers the marketing environment, making sense of markets and buyer behavior, the marketing mix, and managing marketing.

About the Author:

Rosalind Masterson was a Principal Lecturer at De Montfort University until 2013. She has taught extensively, and has been subject and programme leader, at both undergraduate and postgraduate levels. This book came about as part of an extensive re-design of the university’s core first year undergraduate module: Principles of Marketing. She has taught, and been external examiner, at a number of universities during an academic career spanning twenty years.

Rosalind’s commercial experience includes sales and marketing positions within IBM and Marketing Management for an IT consultancy. She ran her own marketing consultancy and freelance copywriting business for ten years.

Ros is a Chartered Institute of Marketing Chartered Marketer, a Member of the Academy of Marketing and a Fellow of the Institute of Higher Education.

David Pickton is Honorary Academic Fellow at De Montfort University having been founding member of its academic Marketing Department and its Head. He is Visiting Academic at the Universities of Birmingham, UK, and Vienna, Austria. He has been visiting lecturer and external examiner at over 20 universities in the UK and internationally.

He is an Editorial Board member of the ‘Journal of Marketing Communications’, ‘Innovative Marketing Journal’, and ‘Marketing Intelligence and Planning’, and, previously, on the ‘Journal of Brand Management’ and ‘Corporate Communications: An International Journal’. He has written numerous articles and contributed to various academic texts.

His commercial experience includes marketing management positions on both the client and agency sides of industry, directorship of his own business consultancy and providing executive marketing and management training.

His professional affiliations include Fellowships of the Chartered Institute of Marketing, the Royal Society of Arts and the Higher Education Academy.

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