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