Marketing An Introduction Fourth Edition by Rosalind Masterson

Enjoy 12 months of GRATIS access to an interactive digital read* upon procurement of the print copy! (Printed copy version exclusively, ISBN 9781473975859 ) The previous winning version of the British Book Design and Production Award for “Most Effective Use of Cross Media 2014”, this user-friendly tool enables students to transition between online resources and the printed material seamlessly, unveiling a world of promoting through vivid cases, digital connections for in-depth exploration of topics, and various media to stimulate application of theory into real-world scenarios. Acknowledging the significance of continual technological advancements and the growing connectivity of consumers, which fundamentally affects marketing practices and student learning, the 4th edition demystifies pivotal technologies and vocabulary, showcasing how emerging digital promoting strategies and tools align with contemporary marketing strategies and applications. The latest edition introduces a new third collaborator and has been thoroughly revised to encompass: 31 novel case studies (including 5 new end-of-chapter and 26 additional focus sections), featuring a broader array of instances from digital/social media marketing, Uber and the freelance economy, Google and crowdsourcing, and Amazon’s drone delivery service. Further expanded content on digital promoting throughout, incorporating critical themes such as social media, mobile marketing, co-creation, and cutting-edge theory. A completely refreshed and streamlined interactive digital read spurred by student input. Focus panels sprinkled throughout the material like Global, Consumer, B2B, Ethical all emphasizing digital communication, solidify key marketing trends and correlate theory to practical implementation. Concluding each chapter is a case study revolving around subjects, challenges, and corporations that students can connect with, like Taylor Swift’s stance against Spotify. The revised edition packs features that educators can utilize for in-class or online learning as well as students for self-directed studies, to kindle engagement with the subject matter and tie theory to practical execution. Moreover, the manual is accompanied by a COMPLIMENTARY interactive digital read providing students the avenue to web links, video references, SAGE journal articles, MCQs, podcasts, and flashcards, granting access on the move and stimulating learning and retention irrespective of the learning preference. Suitable as primary literature for undergraduate marketing pupils. *interactivity only accessible via Vitalsource digital read