Product Description

The goal of the first European edition of Marketing: An Introduction has been to retain the great strengths of the US original – amongst which are its clarity, coherency and authority –  whilst adding European orientated material in order to create an even more effective text from which to learn about and teach marketing in a European context.

Most students learning marketing require a broad, complete picture of basic marketing principles and practices. They need a text that is complete yet easy to manage and master, one that guides them through the great variety of topics that come under the rubric of marketing without confusing or bewildering them – one that helps them prepare their assessments but also prepares them for careers in marketing or related fields. This new text serves all of these important needs for marketing students, and strikes a careful balance between depth of coverage and ease of learning. Unlike more abbreviated texts, Marketing: An Introduction provides a complete overview of marketing in theory and in practice. Unlike longer, more complex texts, its moderate length makes it possible to use fully in one semester.

This product is the complete solution for teachers and students of introductory Marketing courses: comprising the book, lecture materials for faculty and students, items to be used in small-group teaching, formative and summative assessments. In short, as well as being a useful aid in learning abut marketing for students, it should seek to solve the problems faced by the class leader. The online resources are fully integrated with the book and is perfect for lectures, in seminars and for independent use.

Product Details

• Amazon Sales Rank: #171388 in Books
• Published on: 2009-04-30
• Binding: Hardcover
• 648 pages

From the Back Cover

PUTTING YOU IN CONTROL OF YOUR OWN JOURNEY THROUGH MARKETING

Marketing introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. 

This classic text has been refreshed and remodelled to create a lively and exciting first edition that is perfect for European students.  Marketing answers key questions that face the subject in the 21st century, such as:  

·        Can marketing adapt to the challenges and opportunities presented by Second Life and new online virtual worlds?

·        How is the marketing of Marks & Spencer being shaped by concerns over sustainability and the environment?

·        What do companies such as Volkswagen need to do to break into the increasingly important car markets of the Far East?

Once on the open road, you will be guided through the core ideas, processes and issues that underpin marketing today. Your learning experience will flow seamlessly between the book and the online environment, which includes multiple-choice quizzes, video clips, podcasts, web activities, interactive games, and much more.

LET’S GO – YOUR JOURNEY STARTS HERE!

'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a clear, well-organised, informative and interesting book which guides the reader through each concept, combining theory and practice in an engaging way. A valuable resource for any student of marketing.'

Caroline Miller, Keele University

'In this European edition of Kotler and Armstrong's text, the authors have provided a great book that introduces students to the fascinating yet challenging world of marketing. The book is interspersed with interesting short case studies that significantly increase its relevance for European students and scholars alike.'

Jaya S Akunuri, University of East London

'Marketing provides a sound basis upon which students can build a good understanding of marketing within a European context. A comprehensive update that will enable students to benefit from the authors' expertise.'

Peter Williams, Leeds Metropolitan University

'The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.'

Ton Borchert, Hogeschool Utrecht University of Applied Sciences, The Netherlands

Ross Brennan is Reader in Marketing at Middlesex University Business School. Michael Harker is Lecturer in Marketing at University of Strathclyde Business School.

Customer Reviews

A superb "europeanised" version of the best U.S. college text.
For more than 45 years Kotler has dominated marketing pedagogy. There is no better 'Introduction' available.

Excellent marketing/business textbook for lecturers & students
As someone who is teaching in a very close (but core) area to marketing, I found this an excellent textbook and I would recommend it to any one in the area of business, management, entrepreneurship and, of course, marketing.

It is more than just an 'Introduction' ....
As a student, this book is the best marketing textbook I've read so far. It is extremely useful and more importantly, it is not boring to read!