Marketing

Marketing

Paperback

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

List price $71.84

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  • Publisher: Oxford University Press
  • Format: Paperback | 792 pages
  • Dimensions: 194mm x 264mm x 34mm | 1,660g
  • Publication date: 11 February 2011
  • Publication City/Country: Oxford
  • ISBN 10: 019957961X
  • ISBN 13: 9780199579617
  • Edition: 2, Revised
  • Edition statement: 2nd Revised edition
  • Illustrations note: col. Illustrations
  • Sales rank: 154,741

Product description

What is it that really excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Discovering how to use social networking sites to successfully market a product? Then take this opportunity to present students with marketing examples and issues from real life situations guaranteed to excite and stimulate. Packed full of case studies from international organizations such as Innocent, Orange, HMV, and Oxfam, students can hear first hand what top marketers actually do and how they tackle the decisions they have to make. Employing a lively writing style, the authors encourage students to explore beyond the classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further, if desired. Students will learn the theory that supports those skills vital to successfully engaging with marketing across all areas of society, from dealing with sceptical consumers, selling products to the government, and deciding which pricing approach to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to their advantage. Just as important as the textbook itself, are the additional electronic resources. Lecturers - Present your students with video interviews from top marketing practitioners from companies such as Innocent, Orange, HMV, Oxfam, and the Co-operative Bank, all linked to cases in the textbook. - Give your students the opportunity to hear from experts at other universities such as Professor Jagdish Sheth from Emory, Dr Stuart Roper from Manchester, and Professor Caroline Tynan from Nottingham University. - Take advantage of a suite of additional case studies written by leading academics such as Professor Stephen Brown from Ulster, and Dr Steve Oakes from Liverpool, as well as the test bank, tutorial activities and PowerPoint slides to help you save time planning and focus on teaching. Students - Learn on the go by downloading author podcasts and glossary terms to your iPod. - Try a different learning style and click on the internet activities to discover what you can uncover on the web - Check you are up to speed before your exams with multiple-choice questions which provide you with instant feedback

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Author information

Kelly Page is Lecturer in Digital Marketing at Cardiff Business School. Her research explores digital media knowledge, literacy and participation in digital media marketing and she has a PhD on Consumer Web Knowledge from the UNSW in Sydney Australia. Her publications have appeared in peer-reviewed journals in the fields of Psychology, Marketing and Digital Media/IT and her work involves partnerships with organisations in the digital media, web design and Internet marketing sectors. Kelly is a visiting fellow in Digital Marketing at Grenoble Graduate School of Business (GGSB) (France) and currently a board member of the Academy of Marketing Research Committee (AMRC). Before she relocated to the UK, Kelly worked in Australia for APESMA Management Education (now Chiefly Business School), lectured at the University of New South Wales (UNSW) and worked as a consultant with The Leading Edge (TLE) Research Group.

Table of contents

PART 1: MARKETING FUNDAMENTALS; 1. Marketing Principles and Society; 2. The Marketing Environment; 3. Consumer Behaviour; 4. Marketing Research; PART 2: PRINCIPLES OF MARKETING MANAGEMENT; 5. Marketing Strategy and Implementatin and Control; 6. Market Segmentation and Positioning; 7. International Market Development; PART 3: THE MARKETING MIX PRINCIPLE; 8. Managing Products and Developing Brands; 9. Price Decisions; 10. An Introduction to Marketing Communications; 11. Marketing Communications: Tools, Media and Planning; 12. Retailing and Channel Management; PART 4: PRINCIPLES OF RELATIONAL MARKETING; 13. Services Marketing; 14. Business-to-Business Marketing; 15. Relationship Marketing; 16. Not-for-Profit Marketing; PART 5: CONTEMPORARY MARKETING PRACTICE; 17. Digital Marketing; 18. Post-modern Marketing; 19. Marketing, Sustainability and Ethics