Marketing: An Active Learning Approach (BA in Business Studies) - Softcover

Über die Autorin bzw. den Autor

Elizabeth Barnes is Principal Lecturer in Marketing at Staffordshire University.

Bob McClelland is Reader at Liverpool Business School, Liverpool John Moores University.

Richard Meyer and Hildegard Wiesehofer are both Senior Lecturers in Marketing at the University of Derby.

Mike Worsam is an independent consultant in marketing.

Von der hinteren Coverseite

Marketing is part of a major new national programme of highly developed texts and modules for undergraduate students following business studies courses. It provides 150 hours of quality study to be used by students in a supported learning environment.

This text is designed to provide undergraduate business students with an understanding of the environment within which consumers function. It also examines the ways in which the relationship between the firm and the consumer is undergoing a process of change. The book is aimed at Level two undergraduate business studies students and serves as a suitable foundation for final level marketing modules.

Marketing has been written and developed by a highly experienced team drawn from the Open Learning Foundation's member universities. Extensively tested with students and using a range of questions, self-assessment exercises, worked examples and assignments, Marketing is the most effective teaching and learning resource available at this level.