Marketing – An Introduction, Rosalind Masterson, Nichola

Marketing – An Introduction, Rosalind Masterson, Nichola Phillips m.fl., år 2017, 4. udgave

Meget fin stand, næsten som ny – der er skrevet navn i på friblad, men ellers ingen noter, understregninger e.l.

Hæftet indbinding, 4. udgave. Udgivet i 2017 af Sage Publications Ltd., 560 sider, illustreret i farver.

Beskrivelse af bogen:

Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 4th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice.

The new edition welcomes a new third author and has been fully updated to include:

• 31 new case studies, featuring a greater number of case studies from digital/social media marketing, Uber and the sharing economy, Google and crowdsourcing and Amazon’s drone delivery service.
• Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory.
• A fully updated and streamlined interactive eBook led by student feedback.

Focus boxes throughout the text such as Global, Consumer, B2B and Ethical – all with a greater emphasis on digital communication – reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to such as Taylor Swift taking on Spotify.

Furthermore, the book is complemented by a FREE interactive eBook with access to web links, video links, SAGE journal articles, MCQ’s, podcasts and flashcards, allowing access on the go and encouraging learning and retention whatever the learning style.

Suitable as core reading for undergraduate marketing students.

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