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Introduction To Marketing: Theory And Practice.

Introduction To Marketing: Theory And Practice.

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  • ISBN:9780199266272
  • Editorial: Oxford University Press
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:644
  • Idiomas:Ingles,Inglés

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This text provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. It begins by presenting the underlying theoretical bases of marketing which are often borrowed from the disciplines of economics, sociology and psychology. Practical application of these theories is provided through case studies and vignettes which are included in each chapter. These practical applications highlight some of the shortcomings of established frameworks for the study of marketing, and the reader is encouraged to formulate alternative frameworks. This book tries not to present prescriptive solutions to marketing problems, but encourages debate about causes and effects. Underlying much of the discussion in this book is the interplay between marketing as a science and as a creative art. It is supported by a companion web site. Here, students will find supplementary reading lists and weblinks relevant to each chapter which can be clicked through. For each chapter, additional case studies and multiple choice questions are provided. Lecturers will find lecture notes and powerpoint slides for each chapter. They will also have access to a test bank of 400 multiple choice questions.

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