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Introduction to Marketing: Concepts and Contexts de Dr Andrew Corcoran

Introduction to Marketing: Concepts and Contexts

Autor Dr Andrew Corcoran
en Limba Engleză Hardback – 19 feb 2026
This concise introduction to marketing essentials provides a grounding in the key concepts of the subject and the contexts in which they operate. Considering how the organisation must deal clearly with the contrasting value needs of both consumer and customer, the text views marketing through three topical lenses: technology, responsibility and employability. This provides a unique contemporary approach for today's students.

The structure enables students to work through topics in a logical order. Throughout, the author reflects on the differences between best practice and reality. Recognisable brand examples stimulate applied thinking and encourage situational awareness of the issues that shape marketing practices at local, national and global levels.

A wealth of pedagogical features consolidates students' knowledge of key concepts. They include a running case study, real life cases, quizzes and discussion and reflection prompts. This digestible yet critical introduction to marketing will help undergraduate students to understand how value is transferred from organisations to the market, using a broad range of marketing mix techniques.
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Specificații

ISBN-13: 9781350361478
ISBN-10: 135036147X
Pagini: 352
Ilustrații: 21 figures, 31 tables and 4-colour photographic illustrations
Dimensiuni: 189 x 246 x 25 mm
Greutate: 0.45 kg
Editura: Bloomsbury Publishing
Colecția Bloomsbury Academic
Locul publicării:London, United Kingdom

Cuprins

Introduction
1. The Role, Form and Dynamics of Markets
2. The Competitive Market Environment
3. Consumer Behaviour
4. Market Research and Insight
5. Segmentation and Strategy
6. Products
7. Pricing
8. Place
9. Promotion
10. Customer experience

Recenzii

A welcome and refreshing addition to the marketing landscape. The book is noteworthy in that it deals effectively with the main tenets of marketing theory, but also adds great value in developing further insights on employability and skills, encouraging readers to reflect in context. With novel and current cases and contemporary insights, this text is a great resource for students and practitioners alike.
Corcoran's text is refreshingly student-centric, asking the very questions my students raise in class and answering them with clarity and brevity. The role profiles stand out as a particularly valuable feature, giving students a direct window into careers they aspire to. Combined with the engaging running case that threads concepts together, this book makes marketing both accessible and immediately relevant.
Andrew Corcoran's Introduction to Marketing is a comprehensive and accessible guide for both students and practitioners. With its innovative structure, pedagogical examples, thought-provoking questions, and casebased approach, the book not only explains key concepts but also encourages critical reflection. By addressing contemporary challenges such as digitalization, it positions itself as an indispensable resource for understanding marketing in today's dynamic business environment.
This is an excellent textbook: modern, engaging, and refreshingly up to date in its approach. I particularly value the way sustainability is woven throughout the key topics, giving students an understanding of marketing that feels both relevant and future-focused. The content is structured clearly, written in accessible language, and will resonate strongly with students. A rich variety of contemporary cases and examples makes learning both practical and enjoyable.
If you are looking to teach and learn marketing from a contemporary perspective, you need not look any further. Corcoran not only covers the essential marketing fundamentals, but also integrates key differentiators such as societal impacts and sustainability, making this text both relevant and forward-looking.
Andrew Corcoran's Introduction to Marketing not only integrates fundamental marketing knowledge, but also conveys a strong emphasis on employability, enabling students to understand the link between classroom learning and its relevance to industry and career pathways. Equally significant is its focus on sustainability, which positions marketing as a discipline with both commercial and societal responsibilities, and its focus on digital technologies that have redefined what is possible in marketing - fostering innovation, efficiency, and deeper consumer relationships.
This textbook offers a refreshingly action-oriented approach, making marketing feel both lived and relevant. Rather than simply presenting concepts, it invites students to engage critically-encouraging them to explore not only what marketing is, but how it operates within the contexts they know and navigate. The reflective prompts throughout foster deeper connections between theory and personal experience, helping learners translate established models into practical competence. Thoughtfully structured and highly applicable, this resource will resonate with students and practitioners seeking to develop meaningful, real-world marketing skills.