Preface

This book has been developed for students and others who seek the essential knowledge and practical skills of marketing rather than extensive background theory. The book aims to provide:

clear and concise explanations of marketing concepts,
practical examples of marketing practices, and
straightforward guidelines for the preparation of a tactical marketing plan

The major features of the book reflect this 'essential skills' objective.

Organisation and pedagogy

The 'Marketing plan workbook' section at the end of each chapter provides a step-by-step guide to compiling a practical marketing plan, the basis of all sound marketing activities.

A broader, two-column format makes for easier reading and is ideal for students and practitioners wanting to take a practical 'workbook' approach. The text reflects the main learning areas in an introductory marketing course, while still offering the conciseness and ease of access required for non-marketing students and practitioners.

Chapter sequencing follows the natural pathways for developing a working understanding of marketing.

The 'Learning objectives' and 'Outline of important topics' sections for each chapter are designed to help students prepare for exams.

Point-form presentation and smaller, accessible sections of material are designed specifically to meet the needs of VET students.

The 'Test your learning' sections for each chapter contain a comprehensive range of practical exercises and activities.

Features

Each chapter is introduced with a 'Meet the marketer' feature - these comprise interviews with a range of marketing practitioners, each of whom offers their view of the marketing field, its requirements, trends and challenges, and some very interesting insights into the practice of marketing in various organisations and industries.

'Marketing in a small business' offers practical demonstrations of marketing strategies available to firms that do not have the resources or skills available to larger organisations.

Internet exercises offer opportunities to visit and assess a range of specially selected, useful websites. A range of other useful sites is referenced within the chapters. Short, practical and accessible cases accompany each chapter. These are ideal student activities at the conclusion of a class topic.

All the recent, important trends in marketing, including quality management, relationship marketing and loyalty programs, database marketing, syndicated research, and new media, are given emphasis.

The workbook sections at the conclusion of each chapter provide a convenient, logically-sequenced template for the development of practical Marketing Plans.

Ancillary package

For teachers
An Instructor's Resource CD is available with PowerPoint Slides and an Instructor's Manual, including suggested answers, further cases and questions, weblinks and essay questions.

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