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March 2006 | 192 pages | SAGE Publications Ltd
The SAGE Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically.

Designed to compliment existing textbooks for the course, the companion provides:

- Easy access to the key themes in Marketing

- Helpful summaries of the approach taken by the main course textbooks

- Guidance on the essential study skills required to pass the course

- Sample exam questions and answers, with common themes that must always be addressed in an exam situation

- Quotes from leading thinkers in the field to use in exams and essays

- Taking it Further sections that suggest how readers can extent their thinking beyond the "received wisdom"

The SAGE Course Companion on Marketing is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

 
PART ONE: INTRODUCING YOUR COMPANION
 
PART TWO: CORE AREAS OF THE CURRICULUM
 
The Underpinning of Marketing
 
The Marketing Environment
 
Consumer Behaviour
 
Business-to-Business Marketing
 
Segmentation and Targeting
 
Marketing Information and Research
 
Marketing Communication Theories
 
Branding and Brand Management
 
International Marketing
 
Marketing Strategy
 
Relationship Marketing
 
Managing Products
 
Pricing
 
Advertising
 
PR and Sponsorship
 
Selling and Key-Account Management
 
Direct and Online Marketing
 
Sales Promotion
 
Managing Channels of Distribution
 
Service Marketing: People, Processes, Physical Evidence
 
Marketing Ethics
 
PART THREE: STUDY, WRITING AND REVISION SKILLS
(in collaboration with David McIlroy)
How to Get the Most Out of Your Lectures
 
How to make the Most of Seminars
 
Essay Writing Tips
 
Revision Hints and Tips
 
Exam Hints and Tips
 
Tips on Interpreting Essay and Exam Questions

Practical, comprehensive and informative text book for all students undertaking a marketing module.

Ms Fiona Whelan-Ryan
Please select your department, Waterford Institute of Technology
January 19, 2015

A useful guide to key marketing theories and concepts.

Mr Michael Parsons
Faculty of Business and Society, University of South Wales
November 7, 2013

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ISBN: 9781412910347
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