Marketing /
By: Baines, Paul [author.]
Title By: Fill, Chris
Material type:
BookPublisher: Oxford : Oxford University Press, c2014Edition: 3rd ed.Description: xxviii, 737 p. : col. ill. ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780199659531Program: MARK101Subject(s): Marketing -- Textbooks | Marketing -- Case studies | Marketing -- Management -- Textbooks | Marketing -- Management -- Case studiesDDC classification: 658.8 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| CRS | University of Wollongong in Dubai Closed Reserve | 658.8 BA MA (Browse shelf) | Checked out | 02/13/2018 18:20 | T0011028 |
Previous edition by Paul Baines, Chris Fill and Kelly Page, 2011.
Includes bibliographical references and index.
MARK101
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.