Ten and a Half Lessons in Marketing

This uniquely accessible textbook offers students and field practitioners a series of insightful lessons on marketing, each exploring a distinct theme. Unlike traditional textbooks, this easy-to-read guide emphasizes creativity and conceptual understanding, allowing you to engage with topics based on your interests without following a fixed order, resulting in a broader understanding of marketing principles and their real-world applications.

The chapters cover a range of key concepts, including:

• The evolution of marketing definitions
• The fundamentals of positioning
• Branding and how it shapes consumer perceptions
• Social marketing and its transformative potential

• The intricacies of pricing strategies
  Each lesson is enriched with real-world examples and illustrations, providing practical insights and making abstract concepts tangible.

  This book is an invaluable resource for undergraduate and postgraduate students in Marketing, Management, and Business, as well as practitioners seeking a contemporary update on marketing concepts. By offering a modular, concept-based approach, this book invites you to explore marketing's role and significance in today's dynamic marketspace, encouraging critical reflection and independent thinking. Whether you're a student or a professional, this book provides the tools to deepen your understanding of marketing and its impact on the world around us.

  Engaging and easy to read, this textbook is perfect for those whom English is not their first language Offers real-world examples to help connect theory to familiar, every-day situations Helps to deepen understanding of marketing's role and encourages critical thinking

  Autorentext

Emílio Távora Vilar is a Full Professor at the University of Lisbon with more than 30 years of experience teaching design, marketing, and management-related courses to both undergraduate and postgraduate students in Design and Art. He holds a degree in Communication Design, an MBA in Design Management, and a PhD in Management specialising in Marketing. Over the years, Emílio Vilar has coordinated the undergraduate and master's programmes in Communication Design and has led or contributed to their ongoing reformulation. He has also served as Vice Dean and President of the Pedagogical Council. Alongside his academic roles, he is the author of five books and has published over 50 research papers.

Inhalt

1/2. The Times They Are A-Changin' - Introduction.- 1. It's Not Me, It's You - What is Marketing and What it is Not.- 2. First Things First - Basic Marketing Concepts.- 3. You Are Always on My Mind - Positioning Revisited.- 4. At Your Service - Services Marketing.- 5. Where, When and How - Distribution Revisited.- 6. The Price is Right - Pricing Strategies and Tactics Revisited.- 7. Are You Talking to Me? - Communications Revisited.- 8. What's in a Name? - Branding Revisited.- 9. Is This the Real Thing? - The Image and the Visual Identity.- 10. Doing Good by Doing Well - Social Marketing Clarified.