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Jacket
Essentials of Marketing, 4/e
Geoff Lancaster, University of North London
Lester Massingham, Managing Director of CMC Consultants
Ruth Ashford, Manchester Metropolitan University

Feature Summary

  • NEW Coverage of how technology is used across the full range of marketing applications, providing students with an insight into the huge impact of the Internet and communications developments on the practice of marketing and how it will affect their professional marketing activities.
  • NEW Extended coverage of direct marketing, customer care and relationship marketing, reworked and updated to present current thinking and developments and NEW material on combining and extending the marketing mix, within the marketing planning section.
  • CIM Marketing Fundamentals: Essential reading for the CIM Marketing Fundamentals syllabus, the new edition has been fully revised and substantially modified, with the advice and contributions of the CIM Senior Examiner. The changes tailor the text to the syllabus, helping professional CIM students to focus on the topics they need for their qualification, and providing students of other introductory courses with a thorough grounding in contemporary marketing thought.
  • NEW Mini Cases throughout the text, including new mini cases at the end of each chapter. These are designed to provide relevant and interesting examples to help students to gain a practical perspective on marketing in the real-world.
  • Improved pedagogical features include integrated and boxed examples to show marketing in action throughout, chapter learning objectives and end of chapter summaries to help students focus on key learning outcomes, and study questions to test their understanding of the chapters. These combine to create an integrated learning structure that serves to reinforce and test students’ understanding and application of concepts throughout the text
  • Extended case studies: The text has retained the popular extended case studies from the previous edition, which advise students how to tackle the analysis of case material in exercises and examinations. The examples have been updated to increase the currency of the text, while maintaining the practical approach of the previous edition.
  • UK/European perspective: The European flavour of the previous edition of this text has been retained to incorporate the latest marketing developments and examples that British and European students can readily relate to.






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