Marketing - Elizabeth Hill

Longman Modular Texts in Business and Economics are a series of textbooks designed to meet the needs of today's hard-pressed students and lecturers. Each book offers a lively, accessible and authoritative introduction to the core subjects taught on business and management degrees.Effective marketing is key to the success of any organisation, whether it is a car manufacturer, an insurance company or a charity. It involves a broad range of activities aimed at finding out what people want and then delivering it to them in a way which achieves organisational objectivesMarketing, second edition, provides concise yet comprehensive coverage of both theory and practice to introduce students to the fundamental principles of this important and exciting subject. Using exercises, case studies and examples featuring well known brands and organisations, Marketing gives the reader an understanding of how marketing theories are relevant and important to all our lives.Marketing, second edition contains:? Increased focus on putting marketing theory into practice.? Enhanced coverage of recent developments in services and relationship marketing, as well as marketing ethics.?;Key learning objectives for each chapter to help focus on the most important information? New and up dated case studies, Activities and self-study questions to aid rapid learning.? 'Did You Know?' boxes containing memorable nuggets of marketing lore.? A guide to further reading and essential marketing Internet sitesMarketing is designed for students of any level who are studying the subject for the first time. It is equally suited to people taking a business or management degree or those taking a single option as part of any degree programme. The interactive style with extensive provision of activities and questions also makes it well suited for distance learning courses.An Instructor's Manual including additional tutorial resources is available to all lecturers adopting the book as a required course text."With an introductory text one is looking not only for the student to complete it with a greater understanding of the subject than they possessed when they started, but also for them to be excited...by the subject, this is a goal that Hill and O'Sullivan's Marketing realises with ease, but represents a hurdle at which its competitors fall every time.";John White, Plymouth UniversityElizabeth Hill is Senior Lecturer in Marketing at Anglia Polytechnic University in Cambridge. Terry O'Sullivan is Principal Lecturer in Marketing at Trinity and All Saints University College, Leeds.