Marketing: An Introduction

Marketing: An Introduction, 4th edition by Brennan, Harker, Armstrong, and Kotler provides a comprehensive overview of the discipline, covering key principles and themes. It is ideal for undergraduate and postgraduate students, as well as professionals, and offers a clear and concise presentation of marketing concepts with real-world case studies. The textbook covers five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies, and marketing responsibly around the globe. It also provides up-to-date coverage of current issues in Marketing, including Brexit, GDPR, and mobile marketing.

Format: Paperback / softback
Length: 672 pages
Publication date: 16 April 2019
Publisher: Pearson Education Limited

Marketing is a dynamic and ever-evolving field that plays a crucial role in the success of businesses across various industries. To stay up to date with the current principles and major themes of marketing, from theory to practice, it is essential to have a comprehensive understanding of the discipline. One of the most widely recognized textbooks in marketing is Marketing: An Introduction, 4th edition, authored by Brennan, Harker, Armstrong, and Kotler. This textbook offers a comprehensive overview of marketing, covering all the essential concepts and themes in a clear, coherent, and authoritative manner.

Ideal for undergraduate and postgraduate students, as well as professionals, the textbook retains its clarity, coherence, and authority in presenting the main marketing concepts. It encourages readers to apply what they learn to real commercial practices through numerous case studies from Europe, the Middle East, and Asia.

In this latest edition, readers will be guided through five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies in the digital age, and marketing responsibly around the globe. The textbook provides a comprehensive outline of marketing theory and practice, as marketing is a company-wide function. It offers the most up-to-date coverage of current issues in marketing, including the implications of Brexit for European marketers, changes in the rules and regulations such as the General Data Protection Regulations of the EU, and the rise of mobile marketing and networked consumer.

To enhance the learning experience, the textbook includes chapter links to European bodies, marketing journals, case study questions, and multiple-choice questions. The textbook is written in an approachable style, with a variety of features and applications that will help readers gain a broad insight into this ever-expanding field and think like a marketer.

In conclusion, Marketing: An Introduction, 4th edition, by Brennan, Harker, Armstrong, and Kotler, is a must-have guide for anyone interested in pursuing a career in marketing or expanding their knowledge in the field. With its comprehensive coverage, up-to-date information, and engaging style, this textbook provides the tools needed to gain a broad insight into marketing and think like a marketer. Whether you are a student, professional, or business owner, this textbook is an invaluable resource that will help you succeed in today's competitive business environment.

Weight: 1244g
Dimension: 262 x 184 x 24 (mm)
ISBN-13: 9781292200309
Edition number: 4 ed