The building blocks of marketing : from application to theory

When we refer to `marketing', most people think of advertising or promotion.

Marketing is much more than this. The Building Blocks of Marketing: From Application to Theory helps readers understand firstly customers' needs and wants, so that the business can produce, promote and deliver a suitable product or service to them.

Second, this product or service must create value for customers. The difference between The Building Blocks of Marketing and other marketing textbooks is that, before you begin reading the chapter, you are presented with evidence exercises.

These exercises shows what you are expected to be able to achieve by the end of the chapter.

In order to complete the exercises, you will need to both draw upon theory and understand how that theory is applied in practice.

Then, in each chapter the evidence exercises are followed by the relevant underpinning theory. The Building Blocks of Marketing: From Application to Theory covers the following topics: products, promotion, marketing plans, customers, segmentation, targeting, differentiating, market research, international marketing, direct marketing, and electronic marketing.