Baines, Paul,  1973- <br/><br/>
Marketing  
Paul Baines, Chris Fill and Sara Rosengren 
 - 4th ed. 
 - Oxford :  Oxford University Press,  c2017. 
 - xxxii, 732 p. :   col. ill. ;  27 cm. 
<br/><br/> Previous edition by Paul Baines, Chris Fill and Kelly Page, 2014 
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<br/><br/>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. 
<br/><br/> 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. 
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<br/><br/><label>ISBN: </label>9780198748533 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Textbooks<br/>Marketing--Case studies<br/>Marketing--Textbooks--Management<br/>Marketing--Management--Case studies
<br/><br/><label>Dewey Class. No.: </label>658.8 BA MA