02095cam a2200289 i 4500
32334
32334
57727
9780198748533
UOWD
658.8 BA MA
Baines, Paul,
1973-
9843
Marketing
Paul Baines, Chris Fill and Sara Rosengren
4th ed.
Oxford :
Oxford University Press,
c2017.
xxxii, 732 p. :
col. ill. ;
27 cm.
Previous edition by Paul Baines, Chris Fill and Kelly Page, 2014
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 the textbook for students looking to excel in their studies and careers.
MARK101
Marketing
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16009
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14673
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Management
16372
Marketing
Case studies
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16373
Fill, Chris
9847
Rosengren, Sara
9848
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