Introduction to Marketing

I really appreciate the sustainability features! This is how it should be – sustainability across the whole book (not just as one sad final chapter, bunched together with Ethics). – Anonymous * Anonymous *This would be an ideal book for a first year marketing principles course in a university or community college where the course is compulsory for all business students. – Anonymous * Proposal review *It offers a comprehensive overview of marketing and embedded throughout the various chapters - discusses three of the latest themes that have a major impact on marketing industry nowadays: digitalization, responsibility, and employability. It presents a simple structure around three main areas: marketing insight, decision making and implementation. – Anonymous * Proposal review *The unique selling point of this book is the concept of a running case study. In addition, the book offers teaching material which is a great added value. – Anonymous * Proposal review *It was great to see that the themes of DIGITAL, RESPONSIBLE and EMPLOYABLE will run throughout the textbook. A further positive contribution is related to emphasising customer experience as a key strategy nowadays to maximise the value of customer base and to enable companies to compete better in overly cluttered marketplaces. Also, using a running case study would be a valuable source for students. – Anonymous * Proposal review *

Andrew Corcoran is Associate Professor in Marketing at Nottingham University, UK.