Marketing: Concepts and Strategies Upplaga 2
Version for Stockholm School of Economics with access card to Mindtap
The seventh edition of Marketing: Concepts and Strategies has been totally revised to reflect the current core themes of Marketing in terms of academic content, but also - given the authors' wide-ranging consultancy and research experience outside of the lecture theatre - from a practitioner's perspective. In particular, the world for marketers has gone digital, consumers communicate readily with each other via social media; Marketing has become more aligned to ethical, responsible and sustainability issues; and Marketing as an academic discipline has become more critical and reflective - all of which are developments under-pinning this new edition.
Features
Written in clear, accessible language with a full range of terms and definitions provided
Interesting and easy-to-understand case studies support the theory throughout the text
A highly popular and proven text with a full range of online support resources
Excellent pedagogical features including case studies, boxed 'insight' features, web-tasks and discussion/ review questions that aid the understanding of key concepts
Four-colour text design with illustrative images throughout
Based on lecturer feedback, group work tasks have been added to the end of chapter material
Upplaga: 2a upplagan
Utgiven: 2016
ISBN: 9781473756502
Förlag: Cengage Learning EMEA
Format: Häftad
Språk: Engelska
Sidor: 936 st
Version for Stockholm School of Economics with access card to Mindtap
The seventh edition of Marketing: Concepts and Strategies has been totally revised to reflect the current core themes of Marketing in terms of academic content, but also - given the authors' wide-ranging consultancy and research experience outside of the lecture theatre - from a practitioner's perspective. In particular, the world for marketers has gone digital, consumers communicate readily with each other via social media; Marketing has become more aligned to ethical, responsible and sustainability issues; and Marketing as an academic discipline has become more critical and reflective - all of which are developments under-pinning this new edition.
Features
Written in clear, accessible language with a full range of terms and definitions provided
Interesting and easy-to-understand case studies support the theory throughout the text
A highly popular and proven text with a full range of online support resources
Excellent pedagogical features including case studies, boxed 'insight' features, web-tasks and discussion/ review questions that aid the understanding of key concepts
Four-colour text design with illustrative images throughout
Based on lecturer feedback, group work tasks have been added to the end of chapter material
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