This introductory text examines marketing within the context of a dynamic, contemporary environment. The author is really in-tune with the students, explaining theoretical concepts effectively, using a wide range of mini-cases that bring the subject alive - from Kit Kats to Harry Potter, from obesity to the rejuvenation of the Skoda brand.
Groucutt's passion for the subject is clear as he offers a contemporary view of marketing, reflecting complex changes within both society and business, through a development of the marketing mix beyond the traditional 4P and 7P frameworks to encompass a new 10P framework.
Concise, affordable and comprehensive in content - this text is a must for all introductory marketing courses.
- ISBN13 9781403903273
- Publish Date 14 October 2005
- Publish Status Out of Print
- Out of Print 12 March 2021
- Publish Country US
- Imprint Palgrave Macmillan
- Format Paperback
- Pages 432
- Language English