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Marketing Perspectives

Andrew MacLaren, Thomas Farrington, Kevin D O'Gorman

ISBN: 9781911396185 HBK; 9781911396192 PBK; 9781911396208 eBook


About this book | About the authors | Sample files | Buy now
Marketing Perspectives develops beyond the core concepts of marketing to introduce important points of view on contemporary marketing.
Areas include some of the most significant and fast growing sectors of the developed economy, such as:
  • Digital marketing
  • The experience economy and services marketing
  • Co-creation and customer engagement

This book also offers some interesting and useful perspectives on marketing that aren't so often covered, for example managing a marketing budget and an historical perspective on marketing.

To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.

Publication: June 2017

About the authors

Andrew MacLaren, Assistant Professor in Marketing and Management, School of Business Management, Herriot-Watt University, UK.
Thomas Farrington, Research Associate, School of Business Management, Heriot-Watt University, UK.
Kevin O’Gorman, Deputy Head of School and Head of Business Management, Heriot-Watt University, UK.

About the authors

Andrew MacLaren, Assistant Professor in Marketing and Management, School of Business Management, Herriot-Watt University, UK.
Thomas Farrington, Research Associate, School of Business Management, Heriot-Watt University, UK.
Kevin O’Gorman, Deputy Head of School and Head of Business Management, Heriot-Watt University, UK.

Sample files

Contents, preface and copyright.pdfChapter 1.pdf
Chapter 2.pdf
Chapter 3.pdf
Chapter 4.pdf
Chapter 5.pdf
Chapter 6.pdf
Chapter 7.pdf
Chapter 8.pdf
Chapter 9.pdf
Chapter 10.pdf
Chapter 11.pdf
Chapter 12.pdf

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Chapter 1 IntroductionPrice: £5.99
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Chapter 2 HistoryPrice: £5.99
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Chapter 3 MoneyPrice: £5.99
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Chapter 4 The InternetPrice: £5.99
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Chapter 5 CustomersPrice: £5.99
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Chapter 6 ConsumersPrice: £5.99
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Chapter 7 ServicesPrice: £5.99
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Chapter 8 Small Business MarketingPrice: £5.99
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Chapter 9 NetworksPrice: £5.99
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Chapter 10 Not For ProfitPrice: £5.99
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Chapter 11 CelebritiesPrice: £5.99
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Chapter 12 RevisionPrice: £5.99
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