Essentials Of Marketing

This second edition of Essentials of Marketing has been updated in the light of extensive feedback. The first edition has enjoyed considerable success as a user-friendly, concise introduction to the field of marketing. Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques up-to-date topics such as green issues, postmodern thinking, relationship marketing and ethics are also covered.This new edition contains:*an even greater range of cases from a wide range of sectors and international contexts, including: the European Mobile Telecommunications Industry, the 21st Century Man, Lastminute.com, the bookselling industry and many more!*a new set of self-test questions designed to aid student learning and teaching assessment*increased coverage of communications theory, including the hierarchy of effects model*greater coverage of branding including the definition of brands, developing the brand, brands and semiotics and strategic issues in branding*increased coverage of internal and relationship marketing Packed with relevant and up-to-date examples as excellent pedagogical features, this book is ideal for all students of marketing.