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Marketing (General)

March 2006 | 192 pages | SAGE Publications Ltd
The SAGE Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically.

Designed to compliment existing textbooks for the course, the companion provides:

- Easy access to the key themes in Marketing

- Helpful summaries of the approach taken by the main course textbooks

- Guidance on the essential study skills required to pass the course

- Sample exam questions and answers, with common themes that must always be addressed in an exam situation

- Quotes from leading thinkers in the field to use in exams and essays

- Taking it Further sections that suggest how readers can extent their thinking beyond the "received wisdom"

The SAGE Course Companion on Marketing is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

The Underpinning of Marketing
The Marketing Environment
Consumer Behaviour
Business-to-Business Marketing
Segmentation and Targeting
Marketing Information and Research
Marketing Communication Theories
Branding and Brand Management
International Marketing
Marketing Strategy
Relationship Marketing
Managing Products
PR and Sponsorship
Selling and Key-Account Management
Direct and Online Marketing
Sales Promotion
Managing Channels of Distribution
Service Marketing: People, Processes, Physical Evidence
Marketing Ethics
(in collaboration with David McIlroy)
How to Get the Most Out of Your Lectures
How to make the Most of Seminars
Essay Writing Tips
Revision Hints and Tips
Exam Hints and Tips
Tips on Interpreting Essay and Exam Questions

Practical, comprehensive and informative text book for all students undertaking a marketing module.

Ms Fiona Whelan-Ryan
Please select your department, Waterford Institute of Technology
January 19, 2015

A useful guide to key marketing theories and concepts.

Mr Michael Parsons
Faculty of Business and Society, University of South Wales
November 7, 2013

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ISBN: 9781412910347
ISBN: 9781412910330

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