| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780198748533 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Call number |
658.8 BA MA |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Authors |
Baines, Paul, |
| Dates |
1973- |
| TITLE STATEMENT |
|---|
| Title |
Marketing |
| Statement of responsibility, etc |
Paul Baines, Chris Fill and Sara Rosengren |
| EDITION STATEMENT |
|---|
| Edition |
4th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
Oxford : |
| Publisher |
Oxford University Press, |
| Date |
c2017. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xxxii, 732 p. : |
| Other Details |
col. ill. ; |
| Size |
27 cm. |
| GENERAL NOTE |
|---|
| General note |
Previous edition by Paul Baines, Chris Fill and Kelly Page, 2014 |
| CONTENTS |
|---|
| Contents |
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. |
| SUMMARY |
|---|
| Summary |
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 the textbook for students looking to excel in their studies and careers. |
| STUDY PROGRAM |
|---|
| Program name |
MARK101 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Marketing |
| General |
Textbooks |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Marketing |
| Form |
Case studies |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Marketing |
| General |
Textbooks |
| -- |
Management |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Marketing |
| Form |
Case studies |
| General |
Management |
| ADDED ENTRY |
|---|
| Name |
Fill, Chris |
| ADDED ENTRY |
|---|
| Name |
Rosengren, Sara |
| MAIN ENTRY--PERSONAL NAME |
|---|
| -- |
9843 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
16009 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
14673 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
16372 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
16373 |
| ADDED ENTRY |
|---|
| -- |
9847 |
| ADDED ENTRY |
|---|
| -- |
9848 |