Baines, Paul, 1973-,

Marketing / Paul Baines and Chris Fill. - 3rd ed. - xxviii, 737 p. : col. ill. ; 27 cm.

Previous edition by Paul Baines, Chris Fill and Kelly Page, 2011.

Includes bibliographical references and index.

PART ONE: MARKETING FUNDAMENTALS ; 1: Marketing Principles and Society ; 2: Consumer Buying Behaviour ; 3: Marketing Research and Customer Insight ; PART TWO: PRINCIPLES OF MARKETING MANAGEMENT ; 4: Marketing Environment ; 5: Marketing Strategy ; 6: Market Segmentation and Positioning ; 7: International Market Development ; PART THREE: THE MARKETING MIX ; 8: Innovation and New Proposition Development ; 9: Price Decisions ; 10: An Introduction to Marketing Communications ; 11: Managing the Communications Mix ; 12: Marketing Channels and Retailing ; PART FOUR: PRINCIPLES OF RELATIONAL MARKETING ; 13: Branding Decisions ; 14: Managing Relationships and Customer Experiences ; 15: Business-to-Business Marketing ; 16: Not-for-Profit Marketing ; PART FIVE: CRITIQUE AND CHANGE IN MARKETING PRACTICE ; 17: Digital and Social Media Marketing ; 18: Marketing, Sustainability, and Ethics ; 19: Critical and Postmodern Perspectives in Marketing.

Marketing is brought to life through bespoke video interviews with real-life practitioners from organizations including Virgin Media, BBH, and Oxfam. This is the must have textbook for students looking to excel in their studies and careers.



9780199659531

GBB3A8974


Marketing--Textbooks.
Marketing--Case studies.
Marketing--Management--Textbooks.
Marketing--Management--Case studies.

658.8

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