This volume introduces and examines the key issues, methods models and debates that define the field of marketing today. Each of the over 40 entries is made up of a definition, summary broader discussion, examples and illustrations and key literature and further reading

Designed to complement existing textbooks, this volume on marketing provides easy access to the key themes, summaries of the approach taken by the main course textbooks, guidance on the essential study skills required to pass the course, and sample exam questions and answers

Packed full of lively debate & funny anecdotes, this book covers topics that students will recognise from their marketing course such as key thinkers & concepts, & some that they won't. It looks at areas that textbooks ignore, such as the development of marketing & raises arguments that they...