Marketing 1st International edition

This content-rich digital product is intended to meet the requirements of lecturers who find their current choice of textbook fails to engage the interest of their students. The core content of the Introduction to Marketing (or Principles of Marketing) course is all covered, along with recent, international cases (many digital focused). The product includes interactive media to help each student understand key concepts, check progress and engage with the issues (including quizzes, flash cards, video, and animations). Discussion points are inserted at key points to stimulate debate and students are directed apply their learning in  written activities (e.g. to create their own marketing plans). They will compile their own portfolio that focuses on employability skills with a marketing emphasis.

The text has been adapted from the content of ‘Marketing’ 2e by Elliott, Rundle-Thiele and Waller which has been published by Wiley Australia.  The European authors are Prof Damien McLoughlin,  Anthony C. Cunningham Professor of Marketing UCD Michael Smurfit Graduate Business School and  Beverly Barker who is Programme Leader at Bournemouth University and Fellow & Professional Trainer at the Institute of Direct Marketing (Awarded IDM Educator of the Year, 2011). Damien McLoughlin is author of Strategic Market Management: Global Perspectives (Wiley, 2010)