Home > Marketing > Introduction to Marketing: Textbook

Introduction to Marketing: Textbook


Introduction to Marketing is written primarily for first-year undergraduates and delivers an introduction to marketing without overlapping significantly into strategic management or expecting a range of prior industry experience. The text is designed around three functional points:

Readability – the text focuses on contemporary events in marketing and is written in a style tailored to the needs of first-year university students.

Portability – the text is designed to be a succinct overview of the fundamental principles of marketing that can realistically be carried as a reference book during marketing study.

Credibility – the credibility of the text is established through the integration of hard-core marketing theory and contemporary business practice, and through the use of an objective written style.

Study skills

How to make the most of your textbooks

How do you learn best? (Once there, click on ‘Take the questionnaire’)

Reference titles

Term Papers
Section 1: Choosing a topic
Section 2: Planning and conducting research
Section 3: Planning and writing the paper
Section 4: Citing sources
Section 5: Useful links

Case Studies
What is case study analysis?
Analysing a case study
Writing a case study analysis
The role of financial analysis

Table of Contents

Part 1: Definition and domain

Chapter 1: Philosophy, strategy and tactics: an overview of marketing
How to use this book
Defining marketing
The misunderstanding of marketing
Marketing by any other name: the many flavours of marketing
Core concepts of marketing
Exchange theory
Overview of the book
Chapter summary

Chapter 2: The marketing context
Basic business principles
Marketing within the organisation I: the marketing orientation from a business adoption perspective
Marketing within the organisation II: integrative marketing
Marketing in the real world: dealing with external forces
Strategic marketing: working within the vision from up on high
Organisational-level marketing: tactics from the coalface
Tactical marketing: putting vision into practice
Chapter summary

Part 2: Core marketing elements

Chapter 3: Contemporary marketing practice: marketing for the 21st century
Marketing in the 21st century
Selecting a target market
Chapter summary

Chapter 4: Marketing to the consumer: consumer behaviour
Consumer behaviour:L a model citizen
Broad model of consumer behaviour (Belk)
The consumer decision process
Influences on consumer behaviour
Motivation marketing: using consumer behaviour in action
Chapter summary

Chapter 5: Marketing to the industry: business to business marketing
Definition and domain
The business to bsuiness consumer
Characteristics of the business to business transaction
Business to business purchase
Chapter summary

Chapter 6: Market research
The market research process and purpose
Defining the parameters
Conducting the research
Reporting the outcomes
Evaluating a market research proposal
Chapter summary

Part 3: The integrated marketing mix

Chapter 7: Product
Definition and domain of the product
Types of products
Tactical decisions for product marketing
Chapter summary

Chapter 8: Distribution
Definition and domain of distribution and place
The total distribution concept
Channel players
Market exposure
Tactical decisions in distribution
Chapter summary

Chapter 9: Promotion I: the theory
Theory of promotion and communication
Models of communication types
Communication models
Chapter summary

Chapter 10: Promotion II: the practice
The practical role of marketing communications
Promotional activities: the promotional mix
Making the marketing message: the process of putting the message to the marketplace
Chapter summary

Chapter 11: Price
Principles of pricing: what does price do in the marketing mix?
Total price concept
Price setting
Chapter summary

Chapter 12: People
People, marketing and management
People: the employee dimension
People as product
People as customers
Chapter summary

Part 4: Marketing in action

Chapter 13: The integrated marketing mix: marketing in application
Integration and consistency: the key to marketing success
The product life cycle concept
Market entry and introductory phases of the PLC
Growth phase of the PLC
Mature markets: extending the cycle
Decline: the end of the cycle
Chapter summary

Chapter 14: Implementation and control: taking marketing to the marketplace
Prelude to implementation: the planning process
Marketing plans
The components of a strategic marketing plan
Components of a tactical marketing plan
Issues of implementation in marketing
Issues in control in marketing
Chapter summary

Chapter 15: Conclusions, future directions and limitations of marketing
Criticisms of marketing
Ethics in marketing: shades of grey
Limitations of marketing I: drawing the boundaries
Limitations of marketing II: if only we could do that…
Adventures in misplaced marketing
Future directions of marketing
Chapter summary


SUSAN DANN and STEPHEN DANN. 2004. Introduction to Marketing. Wiley. Retrieved 17th November 2009 from http://www.johnwiley.com.au/highered/marketing/student-res/link.html

Multiple-choices http://wps.prenhall.com/bp_kotler_pom_11/31/8124/2079929.cw/-/t/index.html

References List is from


Baker, M. J. 2003. The marketing book (5th ed.). Oxford: Butterworth-Heinemann.

Blackwell, R. D., & Stephan, T. 2004. Brands that rock: what business leaders can learn from the world of rock and roll. Hoboken, N.J.: John Wiley & Sons.

Copley, P. 2004. Marketing communications management: concepts and theories, cases and practices. Oxford, Eng.: Butterworth-Heinemann.

Evans, M., O’Malley, L., & Patterson, M. 2004. Exploring direct and customer relationship marketing (2nd ed.). [London]: Thomson Learning.

Harrison, R., Newholm, T., & Shaw, D. 2005. The ethical consumer. London: SAGE.

Hartley, R. F. 2004. Marketing mistakes and successes (9th ed.). Hoboken, N.J.: Wiley.

Iloniemi, L. 2004. Is it all about image? London: Wiley-Academy.

Inness, M., Barling, J., Rogers, K., & Turner, N. 2008. De-marketing Tobacco Through Price Changes and Consumer Attempts Quit Smoking, Journal of Business Ethics: 405: Springer Science & Business Media B.V.

Kotler, P., & Keller, K. L. 2006. Marketing management (12th ed.). Upper Saddle River, N.J.: Pearson/Prentice Hall.

Kotler, P., & Trias de Bes, F. 2003. Lateral marketing: new techniques for finding breakthrough ideas. Hoboken, NJ: Wiley.

Kuhn, M. 2005. The greening of markets: product competition, pollution and policy making in a duopoly. Cheltenham: Edward Elgar.

Malhotra, N. K., & Birks, D. F. 2006. Marketing research: an applied approach (Rev. 2nd European ed ed.). Harlow, Essex: Financial Times/Prentice Hall.

Mèuhlbacher, H., Leihs, H., & Dahringer, L. 2006. International marketing: a global perspective (3rd ed.). London, Eng.: Thomson Learning.

Mohr, J. J., Sengupta, S., & Slater, S. F. 2005. Marketing of high-technology products and innovations (2nd ed.). Upper Saddle River, N.J.: Pearson Education International.

Quelch, J. A., & Deshpande, R. 2004. The global market: developing a strategy to manage across borders. San Francisco, Calif.: Jossey-Bass.

Roll, M. 2006. Asian brand strategy: how Asia builds strong brands. Houndmills, Eng.; New York, N.Y.: Palgrave Macmillan.

Saren, M. 2007. Critical marketing: defining the field. Amsterdam; London: Butterworth-Heinemann.

Sassatelli, R. 2007. Consumer culture: history, theory and politics. Los Angeles, Calif.: SAGE Publications.

Smith, D. V. L., & Fletcher, J. H. 2004. The art & science of interpreting market research evidence. Chichester, West Sussex, Eng.: Wiley.

Smith, P. R., & Taylor, J. 2004. Marketing communications: an integrated approach (4th ed.). London: Kogan Page.

Stone, M., Bond, A., & Foss, B. 2004. Consumer insight: how to use data and market research to get closer to your customer. London: Kogan Page.

Taylor, D. 2004. Brand stretch: why 1 in 2 extensions fail and how to beat the odds: a brandgym workout. Chichester: J. Wiley.

Categories: Marketing Tags: ,
  1. plastic surgery fails by the dozen
    12/09/2014 at 11:20 am

    Breast augmentation can fill tɦеm օut aǥain creating
    tɦe mother sense more youthful in age. He ԝill also asҝ ƴou about ʏߋur expectations frօm tɦe procedure including ʏߋur preferred breast size.

    Τɦe healing process сan Ьe optimized fսrther if Sclerotherapy
    Vein Treatment іs ɗone in conjunction աith Vasculight Laser Therapy.

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: