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Key Concepts in Marketing

Key Concepts in Marketing

February 2009 | 232 pages | SAGE Publications Ltd
`If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you' - Emeritus Professor Michael J Baker

 `Each section draws the reader in to the story - the what and why of marketing, and also deals well with how. While it is educational and informing it is also a jolly good read' - Heather Skinner, Principal Lecturer, Glamorgan Business School

The perfect quick reference text for your marketing course, Key Concepts in Marketing introduces and examines the key issues, methods, models and debates that define the field of marketing today.
  Over 50 essential concepts are covered, including the marketing mix, branding, consumerism, marketing communication and corporate image.

Each entries features:

- Useful definition box

- Summary of the concept

- A broader discussion

- Examples and illustrations

- Key literature references

This extremely readable and accessible format provides the reader a wealth of information at their fingertips, and provides a valuable reference to any student of marketing.

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Customer Centrality
Evolution of Marketing
Relationship Marketing
The Leaky Bucket Theory
Postmodern Marketing
The Marketing Environment
Marketing Research
The Marketing Audit
Competitive Advantage
Porter's Competitive Strategies
Strategic Planning
Marketing Planning
Boston Consulting Group Matrix
Product as a Bundle of Benefits
Product Anatomy
Core Product
Added Value
Service Products
Product Life Cycle
New Product Development
Diffusion of Innovation
Elasticity of Demand
Demand Pricing
Price Skimming
Psychological Pricing
Not-for-Profit Marketing
Need Satisfaction
The Marketing Mix
The Elaboration Likelihood Model
Reference Groups
Channel Management
Stages of Development Model of International Market Entry
Market Share
Brand Personality
The Communications Mix
Schramm Model of Communication
The Weak and Strong Theories

Sales Promotion
Corporate Reputation
Personal Selling
Key Account Selling
Integrated Marketing Communication

Did not fit completely with the learning goals of the course.

Dr Srivatsa Seshadri
Management Marketing Dept, University of Nebraska at Kearney
September 21, 2012

This book can only be recommended as an encyclopedic resource. As such, it works quite nicely. I will also recommend it for master level students who may have little or no background in marketing as a qucik update. As required reading, it is however much too basic for an advanced level marketing theory course - it would be more suited to an introductory class in that case.

Professor Søren Askegaard
Business Administration , University of Southern Denmark
June 14, 2011

I can't condem the book and it gives lots of useful overviews of key topics. Best used as it describes itself... a "quick reference text" but not a core text.

Mr Neil Wellman
Cardiff School of Management, University of Wales Institute, Cardiff
January 12, 2011

a useful quick reference text but not a textbook

Mr Neil Wellman
Cardiff School of Management, University of Wales Institute, Cardiff
January 12, 2011

This book is currently being used by some of our students researching specific aspects of marketing

Mrs Jo Alexander
Department of Economics, Bristol University
December 16, 2010

A bit too basic for post graduate

Professor Jens Geersbro
Department of Marketing, Copenhagen Business School
June 11, 2010

This is a good book, but generic and more suitable for entry level - not suitable for my final year specialist course

Mr Maurizio Catulli
School of Business, Hertfordshire University
June 10, 2010

Sample Materials & Chapters

Part One PDF

For instructors

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ISBN: 9781847874993
ISBN: 9781847874986

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