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Paper Back
by Paul Baines   Chris Fill   Kelly Page  
Language: English
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Book Summary of Marketing

Paper Back

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).


Details Of Book : Marketing

Book: Marketing
ISBN: 0198079443
ISBN-13: 9780198079446
Binding: Paper Back
Publishing Date: 2013
Publisher: Oxford University Press
Language: English
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