Introduction to Marketing

The fourth edition of Introduction to Marketing offers all students new to the subject a deep insight into the development of marketing as a 'whole organization' activity. The book focuses on the link between marketing and corporate strategy, combining a detailed coverage of basic themes and issues with a 'how to do it' approach. Comprehensive and accessible in scope and style, the text incorporates numerous examples of 'marketing in action.' Fully revised and up-dated, features of this new edition include: in-depth description of marketing and corporate strategy; analysis of the influence of corporate culture on marketing policy; illustrations of the value of logical and quantitative analysis for decision-making; detailed coverage/deeper treatment of a number of key areas: the influence of collaboration and competition on strategy; the case for an enlarged 'marketing mix'; product design and technological innovation; the importance of 'the people factor'; IT and marketing; the development of the marketing plan.