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Drawing on disciplines such as economics, sociology and psychology, Introduction to Marketingencourages readers to critically analyse marketing frameworks, and discuss alternative options.Consideration is given to marketing problems, and students are invited to debate issuessurrounding these, such as potential causes and effects, rather than be presented with prescriptivesolutions. A chapter on responsible marketing has been added for the new edition, addressingtopics such as ethics, corporate responsibility and sustainability, and assessing the impact of thesetopics on the field of marketing. Content on services marketing has now been integratedthroughout the book, reflecting the changing nature of services and acknowledging the movetowards service based industries. The new edition maintains a four part structure, beginning withthe fundamentals of the marketing environment and outlining what marketing really is. Part twoconsiders customers and how they are central to marketing activities, and part three looks at themarketing mix. The text concludes by bringing the key themes together with discussion ofmarketing management of marketing and marketing in an international context. Through readingthe text students will gain a holistic understanding of marketing and how one area may impact onanother. A wealth of pedagogical features including case studies and application boxes highlightthe link between theory and practice. Key issues surrounding the internet and social responsibilityare integrated throughout the text, ensuring students understand the importance and relevance ofoutside influences on a company's marketing decisions and actions. The textbook is accompaniedby an online resource centre and all resources will be updated for the new edition. Suggestedanswers to case study review questions have been added to the lecturer part of the site for thisedition. The online resource center features comprise: Online Resource Center Lecturerresources: Suggested answers to case study review questions Suggested answers to chapterreview questions Additional discussion points PowerPoint slides Lecturer guidelines to accompanythe PowerPoint slides Test bank of questions Student resources: Additional suggested readingCase studies with questions Additional chapter review questions Multiple choice questions Webexercises Web links

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