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I wish I had this text book when I started my university education many moons ago – it could have developed my critical thinking earlier in my academic journey. This text will be a must-have for all first year marketing students and a useful guide for staff and students. Overall, an excellent, first-rate text book for first year university students…this text should be adopted by first year students and kept for all levels of study as a core guide to the key concepts, theories and frameworks within marketing.
Overall, there aren’t any chapters, which are not useful, as the theoretical foundations this text aims to impart are helpful in understanding the essential principles and elements to marketing. In particular, I like the emphasis of ‘marketing within in the digital age’, as it aligns with what students expect to see in a marketing text.
The fact that the book is built by the students for the students really makes it a unique and insightful experience [...] staying up to date with practices and trends is the key to tackling digital marketing and with this handy guide to help you can't go wrong!
I recommend this book as it is a good way to understand some basic principles of marketing. Its various case studies, schemas and its light colours make it more enjoyable and easier to read.
At last, marketing educators will have a marketing principles textbook that truly integrates digital implications affecting marketing activities, the offers brought to market, and buyer behavior. Students will delight in the emphasis on cutting-edge technologies woven seamlessly alongside the foundations of marketing. Every chapter features a plethora of examples and cases and a variety of settings such as powerhouse to niche brands from around the world. Plus instructors will love the "flipped classroom" lesson plans in the Instructor's Manual - ready and easy to use.
This much needed textbook comes at a vital time for marketing educators who are struggling to find pedagogical content that matches today's marketing environment. Packed with examples and cases, it is also succinct and clearly written to engage students. A must have for instructors and their classes.
Brilliant book. Excellent use of modern and contemporary companies to bring the learning to life.
A really super textbook, perfect for our Level 4 Principles of Marketing and Digital Business module. Really well laid out, beautifully presented which is great for engagement with the material. The main recommended text for the module.
A good book for the digitally-minded generation. Uses industry examples well to bring to life the theory that underpins the principles of marketing. It is easy to follow and suitable for those engaging with the subject for the first time and for those looking to bring a more modern approach to the field.