Marketing: Essential Principles, New Realities [Paperback]

Jonathan Groucutt (Author), Peter Leadley (Author), Patrick Forsyth (Author)

Book Description

Publication Date: March 2004

* A new textbook for the next generation of marketers

Editorial Reviews

Review

"Clearly set out chapter-by-chapter objectives, and the questions accompanying the cases, serve to build up the student's knowledge of marketing principles... The clarity and comprehensiveness of the book's approach make it an accurate reflection of, and well rounded introduction to, the study of such a diverse and evolving discipline." Chris Blackburn, Principal Lecturer and Department Head - Marketing, The Business School, Oxford Brookes University "An excellent marketing text, achieving the difficult trick of combining good theoretical content with strong practical emphasis. If marketing course tutors want their students to move into the world of marketing without the usual real-world shock, then this is the book for them." Professor Merlin Stone, Business Research Leader, IBM Consulting Services "A thorough and thought-provoking text for students and practitioners alike, destined to become a standard benchmark textbook on the subject... Students will find the text stimulating, interesting and insightful, providing a clear and uncluttered account of contemporary issues." Dr. John W. Lang, Judge Institute of Management, University of Cambridge "Puts all the classic marketing techniques and processes into current context." Professional Marketing Magazine "Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research. At the end of the book, there are additional notes and references to support student learning." Network

About the Author

Jonathan Groucutt is a senior lecturer in Marketing at the Business School, Oxford Brookes University, UK. He's written books on business communication, ethics, e-marketing, and on the foundations of marketing.

Peter Leadley is visiting lecturer in Marketing at the University of Lincoln, UK and teaches on both undergraduate and postgraduate programs. He is coauthor of Leisure Marketing (Financial Times/ Prentice Hall).

Patrick Forsyth runs Touchstone Training and Consultancy, which advises on marketing, sales and communication skills. An established author, he has written a number of books including "How to Motivate People", "Powerful Reports and Proposals", "Marketing on a Tight Budget and Developing Your Staff", (all published by Kogan Page).

Product Details

• Paperback: 688 pages
• Publisher: Kogan Page Business Books (March 2004)
• Language: English
• ISBN-10: 0749441143
• ISBN-13: 978-0749441142
• Product Dimensions: 9.9 x 7.2 x 1.3 inches
• Shipping Weight: 2.6 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #2,952,251 in Books (See Top 100 in Books)

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