Essentials of Marketing

Essentials of Marketing

Paperback

By (author) Paul Baines, By (author) Chris Fill, By (author) Kelly Page

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  • Publisher: Oxford University Press
  • Format: Paperback | 440 pages
  • Dimensions: 188mm x 244mm x 20mm | 839g
  • Publication date: 8 February 2013
  • Publication City/Country: Oxford
  • ISBN 10: 0199646503
  • ISBN 13: 9780199646500
  • Illustrations note: 79 photos and 68 figures
  • Sales rank: 907,409

Product description

Are you motivated by learning from marketers at top organizations like Apple and IKEA? Are you excited by the prolific growth in social media and its implications for marketing? Do you need a fresh and concise introduction to marketing? Then look no further,as Essentials of Marketing has arrived! Packed full of exciting and stimulating cases from organizations such as Twitter, Foursquare, and WOMAD, this text, written by these best-selling authors, encourages you to consider how you would tackle the real marketing challenges and issues encountered by professionals on a daily basis. Fundamental marketing concepts are presented clearly, and illustrated by a wealth of European and international examples. In addition, links to classic and contemporary research papers introduce you to influential academic contributions to marketing. Essentials of Marketing is the must-have textbook for students looking to shine and excel in their marketing studies and future careers. Lecturers and students are provided with truly innovative online resources which are carefully integrated with the textbook. For lecturers: * Exclusive video interviews of marketers from well-known organizations including 3M and Innocent * A fantastic bank of additional resources including PowerPoint slides, a test bank, and tutorial activities For students: * Learn from the top recruitment professionals about the attributes they look for in graduates * Explore exciting developments in digital marketing and social media * Check your understanding with a wealth of multiple-choice questions, worksheets, and activities Part 1. 1.Marketing Principles and Society; 2.The Global Marketing Environment; 3.Understanding Consumer Behaviour; 4.Marketing Research; Part 2. 5.Marketing Strategy; 6.Market Segmentation and Positioning; Part 3. 7.Products, Services and Branding Decisions; 8.Price Decisions; 9.An Overview of Marketing Communications; 10.Managing Marketing Communications; 11.Retailing and Channel Management; Part 4. 12.Services Marketing and CRM With content on digital marketing and social media integrated throughout the book.

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Author information

Kelly is a researcher, writer and speaker, and works in partnership with organizations exploring situated digital and social media learning and practices in organizational communications and developing case and strategic insights for digital participation. Kelly has a PhD on Web Knowledge(UNSW), is Associate Editor of Journal of Consumer Behaviour and authority on Digital Marketing for the 3rd Wiley Encyclopedia of Management. Her work is published in Psychology and Marketing, Behaviour and Information Technology, International Journal of Retailing and Distribution Management, Consumer Behaviour, and is co-author of Marketing. She won Best Paper in Interactive Marketing at the 2010 AM Conference for her work on 'The Web Makes Youth Feel', presented at the 2011 TedxCardiff on 'Rediscovering Friendship', and is member of the Academy of Marketing Research Committee (AMRC). Kelly is a lecturer in Digital Media Marketing at Cardiff University.

Review quote

An absolute must for all marketing students! This text provides outstanding coverage of core marking knowledge underpinned by relevant, new and up-to-date cases Dr Frauke Mattison Thompson, Lecturer in Marketing, King's College, London This excellent book provides the perfect balance of theory and practice for those seeking a thorough grasp of marketing. Concise and accessible, yet crammed with interesting and highly relevant case studies, the authors have really succeeded in bringing the subject to life! Dr. Ian Richardson, Stockholm University, School of Business Essentials of Marketing's coverage of core topics is first rate, and the discussions about marketing ethics, digital and social marketing are simply essential to our understanding of the way in which marketing practice influences today's society. Highly recommended Robert P. Ormrod, Associate Professor, Aarhus University When Marketing was first published in 2008, I must confess to being sceptical at the launch of yet another marketing textbook. However, on reading it, my reaction was 'wow' as it is outstanding in every department. Now, these talented, experienced authors have launched Essentials of Marketing. My advice to all lecturers and students to is to take a look inside - like its cousin, it is a remarkable introduction to marketing Malcolm McDonald, Emeritus Professor, Cranfield University

Table of contents

PART 1. MARKETING FUNDAMENTALS ; 1. Marketing Principles and Society ; 2. The Global Marketing Environment ; 3. Understanding Consumer Behaviour ; 4. Marketing Research ; PART 2. PRINCIPLES OF MARKETING MANAGEMENT ; 5. Marketing Strategy ; 6. Market Segmentation and Positioning ; PART 3. THE MARKETING MIX PRINCIPLE ; 7. Products, Services and Branding Decisions ; 8. Price Decisions ; 9. An Overview of Marketing Communications ; 10. Managing Marketing Communications ; 11. Retailing and Channel Management ; PART 4. PRINCIPLES OF RELATIONAL MARKETING ; 12. Services Marketing and CRM