About the Book: Marketing
Marketing is an exciting new textbook packed with learningfeatures, combining authority with a lively and engaging writingstyle; and a diverse range of resources, available online.
Learn from real-life situations, and read about great campaignsfrom organizations such as Adani Wilmar, Oxfam, Orange, and TheLeela Palaces. Experience firsthand what top marketers actually doand the challenges they face in todays business environment.Discover the latest exciting advances in new technology and thesocial web, and learn how to take advantage of these in a marketingcontext.
Designed for postgraduate students pursuing courses in businessmanagement, this textbook will be equally useful to marketingpractitioners, particularly because of the real-life case insightspresented by marketing professionals. Recognizing the need to gofurther than the traditional 4Ps approach, the text reflects onnewer perspectives, covering topics such as relational,not-for-profit, digital, and post-modern marketing. It providespowerful learning insights into marketing theory and practice,through a series of Insight features: Case Insights, MarketInsights, Research Insights.
Part 1: Marketing Fundamentals
Chapter 1 Marketing Principles and Society
Chapter 2 The Marketing Environment
Chapter 3 Consumer Buying Behaviour
Chapter 4 Marketing Research
Part 2: Principles of Marketing Management
Chapter 5 Marketing Strategy
Chapter 6 Market Segmentation and Positioning
Chapter 7 International Market Development
Part 3: The Marketing Mix Principle
Chapter 8 Developing Products and Brands
Chapter 9 Price Decisions
Chapter 10 An Introduction to Marketing Communications
Chapter 11 Marketing Communications: Tools and Media
Chapter 12 Managing Marketing Communications: Strategy,Planning, and Implementation
Chapter 13 Channel Management and Retailing
Part 4: Principles of Relational Marketing
Chapter 14 Services Marketing
Chapter 15 Business-to-Business Marketing
Chapter 16 Relationship Marketing
Chapter 17 Not-for-Profit Marketing
Part 5: Contemporary Marketing Practice
Chapter 18 Digital Marketing
Chapter 19 Postmodern Marketing
Chapter 20 Marketing, Sustainability, and Ethics
About the Authors: Paul Baines, Chris Fill, Kelly Page, Piyush Kumar Sinha
Paul Baines is Professor of Political Marketing and ProgrammeDirector MSc in Management, Cranfield School of Management,Cranfield University.
Chris Fill is Director of Fillassociates, and formerly PrincipalLecturer at the University of Portsmouth.
Kelly Page is Lecturer in Digital Media Marketing at CardiffBusiness School.
Piyush Kumar Sinha is Professor, Marketing, and Chairperson,Centre for Retailing, Indian Institute of Management Ahmedabad(IIMA).
|Author:||Paul Baines Chris Fill Kelly Page|
|Publisher:||Oxford University Press|
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