Foundations of Marketing by Jonathan Groucutt
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Foundations of Marketing
By Jonathan Groucutt

Foundations of Marketing

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Format: Paperback

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Foundations of Marketing by Jonathan Groucutt

Book Description

This contemporary introductory text explores the key areas of marketing within an international context. Moreover it seeks to expand the generic marketing mix from 7Ps to 10Ps with the inclusion of Performance, Packaging and Psychology. Whilst aimed at undergraduates, it is written in a clear succinct style that makes it accessible to non-marketers and business people alike. Theories are brought to life through the use of contemporary real-world examples, including the impact of SARS, terrorism and extreme weather on marketing operations. Containing over 100 examples and mini cases, this text seeks to place marketing in the context of the world that we inhabit. Also available is a companion website with extra features to accompany the text, please take a look by clicking below -

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Book Details

ISBN: 9781403903273
ISBN-10: 1403903271
Format: Paperback
(246mm x 188mm x 24mm)
Pages: 432
Imprint: Palgrave Macmillan
Publisher: Palgrave USA
Publish Date: 14-Oct-2005
Country of Publication: United States

Books By Author Jonathan Groucutt

Marketing by Jonathan Groucutt Marketing, Paperback (October 2015)

Offering a student-friendly introduction to marketing, this text covers all of the need to know basics in a clear and engaging manner. Marketing is an ideal text for students of all levels coming to the subject for first time.

Business Degree Success by Jonathan Groucutt Business Degree Success, Paperback (August 2008)

This is a practical guide for those studying business and management-related subjects at undergraduate level. Written in an engaging and clear style, the book helps students prepare effectively for assignments, presentations, examinations and dissertations, encompassing both business studies and the real workings of business.

Mastering e-Business by Jonathan Groucutt Mastering e-Business, Paperback (March 2004)

An introduction to the development, positioning and strategic viability of e-business within contemporary society, this book examines e-business from both organizational and individual perspectives, delivering fresh insight into this emerging subject area. It is intended for students studying modules/courses in e-commerce, and e-business.

» View all books by Jonathan Groucutt


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Author Biography - Jonathan Groucutt

JONATHAN GROUCUTT is a Senior Lecturer at Oxford Brookes University Business School, UK. A Fellow and member of numerous professional organizations, Jonathan is author of over 40 business articles and several books including Mastering e-Business (with Paul Griseri, published by Palgrave Macmillan) and Marketing: Essential Principles, New Realities (with Peter Leadley and Patrick Forsyth).

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