The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically.


Adding Value to your Marketing Course. Marketers understand that even the best products and services will go unsold if they cannot communicate the value to the customer. Understanding this value-based approach is critical for marketing students today, and is at the forefront of this text, setting it apart. This approach is emphasized throughout the text, and demonstrated through the use of the Adding Value boxes found in each chapter.

Organization and Marketing (RLE Marketing)

Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in the study of organizations, and considers how organizations can be adapted to better serve the needs of marketing.

Rethinking Marketing

For undergraduate and graduate courses in marketing and entrepreneurship. This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.

Simplicity Marketing

For more than half a century, marketers have bombarded customers with more and more choices in products and services. What is the result? Unprecedented anxiety. Our mental circuit breakers are on overload. In fact, pioneering brand strategists Steven M. Cristol and Peter Sealey assert that we have reached our manageable threshold for making decisions -- and a watershed in product proliferation.

Technical Marketing

Prepare your troops for battle This book contains the knowledge that will enable you to deliver fast, focused and high quality Technical Marketing data to help you make key strategic decisions to take you to high ground in the marketplace. It contains well known strategies and tactics plus some you may not have heard of. It explains how to do competitive analysis, the importance of competitive test and the effect of dramatic presentations. Do you have a "War Room" yet? Do you know where you stand with regards to the competition? Do you know your next strategic move?


Wie knnen sich Unternehmen erfolgreich in Mrkten positionieren? Indem sie nachhaltige Wettbewerbsvorteile gegenber Konkurrenten aufbauen. Dies ist die Aufgabe von Marketing, das allerdings in Unternehmen nicht nur eine Fhrungsphilosophie sein darf, sondern auch in konkrete Management-Aufgaben mnden muss. In diesem Sinne fhren die Autoren durch den Ablauf einer Marketing-Konzeption: von der Markt- und Wettbewerbsanalyse ber Marketing-Ziele, -Strategien und -Instrumente bis hin zum Marketing-Controlling. Auch Fragen der Marketing-Implementierung und -Organisation werden beantwortet.

The Marketing Toolkit

After more than thirty years at the coalface of the marketing and communication industry, Jeff Della Mura knows what hurts, what works and what doesn't. He is a Chartered Marketer, a Fellow of The Chartered Institute of Marketing, a visiting lecturer and an award-winning business adviser. A supportive observer of growing businesses, Jeff has written numerous advisory articles and briefings.

Political Marketing

Written by authoritative figures in the field, this unique textbook provides students with an in-depth understanding of the fundamental theoretical and conceptual groundings of political marketing.

Internal Marketing

In today's business world, competence is no longer enough in an employee--competent employees are merely a starting point. Internal Marketing: Your Company's Next Stage of Growth details how you can improve employee effectiveness--and therefore business--by marketing your firm to employees so they can more effectively serve outside customers and consumers. Employees need to be knowledgeable about their firm and confident in it and its products and services in order to perform their duties in an optimal manner.


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