This book introduces the reader to basic marketing concepts and provides an attractive alternative to the traditional ‘heavy-weight’ marketing text. Equally applicable to students and industry practitioners, it focuses on the essential elements of marketing.
The book cuts through much of the complexity and jargon surrounding the subject. The authors aim to provide a concise, but comprehensive text that is tightly written to accommodate the reading time pressures on students/practitioners. While ‘reader-friendly’ in nature, the book also aims to challenge the reader and stimulate debate by means of illustrative case examples and discussion questions.
Each chapter provides a structured approach to learning and features learning outlines. Additionally, numerous illustrative case examples are provided to highlight real-world examples of how marketing works in practice. The chapters build subject knowledge and provide a vital insight into the discipline of marketing. The text is structured as follows:
Chapters 1–5 provide an overview of marketing and consider marketing in the context of the business environment. The primary emphasis relates to making the organization customer-focused. To this end, issues such as market research, segmentation and buyer behaviour are examined.
Chapters 6–9 consider the effective use of the marketing mix. Decisions relating to product, pricing, promotion and place (or distribution) are examined, and the overall aim of developing a winning marketing mix is central.
Chapters 10–12 consider marketing from a strategic perspective and examine how marketing activities generate competitive advantage. The importance of implementation and controlling strategic developments is highlighted.
Chapter 13 provides the control mechanisms aimed at translating strategic plans into specific actions. Behaviour, systems and operations that need to conform to corporate objectives are detailed.
