Marketing: The Basics [Paperback]

Fully updated to reflect the current world of marketing, this book includes all the vital information you need to excel as a?marketing manager in a global landscape where consumer behaviour is increasingly unpredictable.?

Fully updated for today's rapidly evolving landscape, this comprehensive guide equips marketing professionals with essential strategies to navigate unpredictable consumer behaviour and fierce online competition.

This book delivers practical frameworks for capturing audience attention and building customer loyalty in the digital age. Readers will gain actionable insights into competitive analysis, digital marketing tactics, AI applications, and data analytics, while developing a deep understanding of global marketing principles, consumer behaviour models, and ethical considerations. The integration of cutting-edge technologies with traditional marketing fundamentals provides a complete toolkit for marketing success in an increasingly complex environment. Global case studies featuring Toyota, Audible, Pfizer, Coca-Cola, and TikTok bring concepts to life, while chapter objectives, summaries, and discussion questions enhance learning and facilitate classroom engagement.

Ideal for undergraduate and graduate marketing students, as well as early-career practitioners seeking to develop foundational knowledge or experienced professionals updating their skills. The accessible approach makes it suitable for both academic courses in marketing fundamentals and digital strategy, and for self-directed professional development in global marketing contexts.

Introduction

Chapter 1: What is Marketing?

Chapter 2: Strategic Marketing Management

Chapter 3: Segmentation, Targeting, and Positioning

Chapter 4: Market Research

Chapter 5: Product and Placement

Chapter 6: Price