Introducing Marketing

(6 reviews)


John Burnett

Pub Date: 2011

ISBN 13:

Publisher: BCcampus

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Reviewed by Angela Lawrence, Senior Lecturer in Marketing, Staffordshire University, on 2/2/2018.

This text provides a good introduction to marketing and covers many of the core concepts of marketing. Basic principles are described well with … read more



Reviewed by Somjit Barat, Associate Professor, Pennsylvania State University, on 2/2/2018.

This textbook is as comprehensive as other comparable textbooks in the market. It provides decent coverage to all academic and practical areas of … read more



Reviewed by Lucinda (Luci) Parmer, Assistant Professor, Miami University - Hamilton, on 6/21/2017.

I felt the book was lacking in several areas: - developing customer relationships - developing successful marketing strategies - understanding … read more



Reviewed by Babu John Mariadoss, Associate Professor, Washington State University, on 6/21/2017.

The book 'Introducing Marketing' by John Burnett starts with a definition of marketing and a justification for studying marketing in the first … read more



Reviewed by David Pearlman, Associate Professor, University of New Orleans, on 2/16/2017.

Introducing Marketing by John Burnett addresses a gamut of topics that an instructor might want to cover including a nice introduction to market … read more



Reviewed by Katie Gilstrap, Assistant Professor, Virginia Commonwealth University, on 2/9/2017.

This text is comprehensive; however, I would like to see a bit more in the promotions area-specifically around personal selling and digital marketing. … read more


Table of Contents

  • 1. Introducing marketing
  • 2. Understanding and approaching the market
  • 3. Marketing research: an aid to decision making
  • 4. Understanding buyer behavior
  • 5. External considerations in marketing
  • 6. Marketing in global markets
  • 7. Introducing and managing the product
  • 8. Communicating to mass markets
  • 9. Pricing the product
  • 10. Channel concepts: distributing the product

About the Book

Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.

About the Contributors


Professor John Burnett is the author/co-author of twenty books and over 60 academic articles. He recently retired after 41 years as a professor of marketing and lives in Carlsbad, California. For the last twenty years much of his focus has been on marketing for nonprofits. The result has been numerous workshops, the creation of several marketing plans, and the book entitled, Nonprofit Marketing Best Practices. Consequently, he is particularly proud offering his book, Introducing Marketing, to the Global Text organization. He finds the possibility of millions of the worlds’ impoverished to have access to his book as being quite remarkable!