Introduction to Marketing: Theory and Practice (3rd edition) | Oxford University PressIslamic Marketing and Branding: Theory and Practice provides a concise mix of theory, primary research findings and practice that will engender confidence in both students and practitioners alike by means of the case study included in each chapter. Through three main parts Branding and Corporate Marketing; Religion, Consumption and Culture; and Strategic Global Orientation , this book provides readers, from areas across the spectrum covering marketing, organisational studies, psychology, sociology and communication and strategy, with theoretical and managerial perspectives on Islamic marketing and branding. In particular, it addresses:. Addressing both theoretical and practical insights, this book is essential reading for marketing and branding scholars and students, as well as CEOs, brand managers and consultants with an interest in this area. Search all titles. Search all titles Search all collections.
Marketing Theory and Practice
Drawing on disciplines such as economics, sociology and psychology, Introduction to Marketing encourages readers to critically analyse marketing frameworks, and discuss alternative options. Consideration is given to marketing problems, and students are invited to debate issues surrounding these, such as potential causes and effects, rather than be presented with prescriptive solutions. A chapter on responsible marketing addresses topics such as ethics, corporate responsibility and environmentalism, and assesses the impact of these topics on the field of marketing. Services marketing is integrated throughout the book, reflecting the changing nature of services and acknowledging the move towards service based industries. Through reading the text students will gain a holistic understanding of marketing and how one area may impact on another. A wealth of pedagogical features including case studies, digital marketing boxes and international marketing boxes, highlight the link between theory and practice. Key issues surrounding the internet, mobile marketing, social networking, social responsibility, and marketing in a recession are integrated throughout the text, ensuring students understand the importance and relevance of outside influences on a company's marketing decisions and actions.
Marketing is the study and management of exchange relationships. With its focus on the customer, marketing is one of the primary components of business management. Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". From a sales process engineering perspective, marketing is "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction". Philip Kotler defined marketing as "Satisfying needs and wants through an exchange process". The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably". In the past, marketing practice tended to be seen as a creative industry, which included advertising , distribution and selling.
Refer to the specific census and withdrawal dates for the semester s in which this unit is offered. Department of Marketing. Introduction to marketing activities undertaken by business, government, profit, non profit organisations. Marketing theory, the marketing concept and its evolution from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools; product concepts, strategies and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation and control processes and procedures. Minimum total expected workload to achieve the learning outcomes for this unit is hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Skip to main content Skip to table of contents. Advertisement Hide. Marketing Theory and Practice. Front Matter Pages i-xii. Evolution of the Marketing Concept. Pages