This Thing Called Marketing

(First Edition)
Jonathan Lezon
©2020, 116 pages

Paperback list price: $81.95

Cognella Direct: $64.95

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This Thing Called Marketing

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    This Thing Called Marketing provides students with an accessible, real-world glimpse into the field of marketing. The text shows readers what is involved in producing effective marketing communications, campaigns, and programs, and what knowledge and skillsets are needed to do so. Rather than focusing on theory, the book draws from the author’s experiences and shares successes, pitfalls, time-tested strategies, and stories to better prepare students for a career in marketing.

    The book begins with a chapter that defines marketing, introduce key elements in the marketing process, and help students under the field’s competitive environment. Later chapters discuss ecommerce, consumer behavior, target markets and segmentation, and marketing research and sales forecasting. Students learn about product strategies, managing and developing brands, the supply chain, and retailers, merchandising, and pricing. Advertising and public relations are addressed, and readers learn how to develop a marketing budget. The final chapter speaks to content and social media, and how best to incorporate these modern elements into marketing and communication plans.

    Conversational in tone and an excellent introduction to all aspects of marketing, This Thing Called Marketing is ideal for foundational courses in the discipline.

    Jonathan Lezon is an adjunct instructor in the Department of Marketing at the University of Arkansas. He is Managing Partner of Power Play Retail Private Limited, a company that develops and improves brand recognition for existing brands, and also on-boards new brands into organizations including Walmart, Sam’s Club, Best Buy, Costco, Amazon, and more. Lezon holds a M.B.A. from the Haslam College of Business at the University of Tennessee.
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    Publisher Direct Versions - Available through the Cognella Student Store for confirmed adoptions

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    Publisher Direct Paperback These special, discounted paperback editions are sold exclusively through the Cognella Student Store ( for confirmed adoptions. They are not available through other retailers. The books are printed on demand, do not have an ISBN, and are not intended for resale, which results in savings we pass along to students. Most Publisher Direct paperbacks also come with free, immediate access to the first 30% of the ebook.
    $58.95 Publisher Direct Ebook Publisher Direct ebooks are available for download from your Cognella account immediately after purchase and provide access for 180 days. They must be accessed via Adobe Digital Editions, a free software program.

    Bookstore Pricing (MSRP)

    $81.95 Paperback + Cognella Active Learning Code
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    $81.95 Paperback
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    Inclusive Access Ebook
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    Binder Ready/Loose Leaf
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    Binder Ready versions have pages that are loose leaf, three-hole punched, and fit into any standard three-ring binder (not included). They are fully typeset, include front and back covers, and are available at a discount compared to standard paperbacks.Contact us for course adoptions; not available for individual purchase.
    $61.46 Ebook
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    $129.95 Hardcover
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    Other Formats
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    Other formats (spiral bind, perforated, etc.) may be available. Contact us for course adoptions; specialty formats are not available for individual purchase.