Read more about Introducing Marketing

Introducing Marketing

(10 reviews)

John Burnett

Copyright Year: 2011

Publisher: BCcampus

Language: English

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Reviewed by Trunnis Goggins, Adjunct Instructor of Business, Trine University on 6/1/22

This book does discuss a lot of fundamental concepts of marketing. However, it is missing the concepts of ethics in detail. Most importantly it does not go in depth going over the 4P's of marketing. It does do extensive work when it comes to... read more

Reviewed by Xiaojing Sheng, Professor, University of Texas Rio Grande Valley on 12/22/21

The textbook provides a good overview of the major concepts in marketing and covers the subject appropriately. Table of contents is included, but there is no glossary in the text. There is a list of key terms at the end of each chapter, however.... read more

Reviewed by Wendy Hoffman, Associate Professor, Manchester University on 3/4/21

Major topics of marketing are covered. While there is discussion of strategic planning, there lacks a strategic approach to the text's contents that ties the topics together. Also, the importance of the target market as the guiding influence on... read more

Reviewed by Kerri Lum, Lecturer, Leeward Community College on 1/16/19

Although the general areas of consumer behavior, product management, pricing, promotion and distribution are covered there is not sufficient inclusion of the more current issues within each section, most noticeably the use of digital promotion and... read more

Reviewed by Somjit Barat, Associate Professor, Pennsylvania State University on 2/1/18

This textbook is as comprehensive as other comparable textbooks in the market. It provides decent coverage to all academic and practical areas of marketing as a discipline, such as concept, different types, global marketing, marketing research,... read more

Reviewed by Angela Lawrence, Senior Lecturer in Marketing, Staffordshire University on 2/1/18

This text provides a good introduction to marketing and covers many of the core concepts of marketing. Basic principles are described well with occasional models to support. However, the text without doubt requires an update, as there is very... read more

Reviewed by Babu John Mariadoss, Associate Professor, Washington State University on 6/20/17

The book 'Introducing Marketing' by John Burnett starts with a definition of marketing and a justification for studying marketing in the first chapter “Introducing Marketing,” whether the author introduces the traditional 4Ps schema of the... read more

Reviewed by Lucinda (Luci) Parmer, Assistant Professor, Miami University - Hamilton on 6/20/17

I felt the book was lacking in several areas: - developing customer relationships - developing successful marketing strategies - understanding social responsibility - understanding target markets - understanding sales management - understanding... read more

Reviewed by David Pearlman, Associate Professor, University of New Orleans on 2/15/17

Introducing Marketing by John Burnett addresses a gamut of topics that an instructor might want to cover including a nice introduction to market research. The text would benefit with the inclusion of an index and complete glossary in the... read more

Reviewed by Katie Gilstrap, Assistant Professor, Virginia Commonwealth University on 2/8/17

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

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  • 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!

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