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

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    DescriptionWhat 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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    Authors and contributors
    By (author) Paul Baines, By (author) Chris Fill, By (author) Kelly Page
    Physical properties
    Format: Paperback
    Number of pages: 792
    Width: 196 mm
    Height: 264 mm
    Thickness: 30 mm
    Weight: 1,666 g
    ISBN 13: 9780199579617
    ISBN 10: 019957961X

    BIC E4L: BUS
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.0T
    B&T Modifier: Region of Publication: 03
    B&T Modifier: Academic Level: 01
    BIC subject category V2: KJS
    LC subject heading:
    B&T Modifier: Subject Development: 10
    B&T General Subject: 180
    Ingram Subject Code: BE
    DC22: 658.8
    B&T Modifier: Text Format: 06
    BISAC V2.8: BUS043000
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    LC subject heading:
    B&T Merchandise Category: UP
    BISAC V2.8: BUS043060
    LC classification: HF5415 .B26 2011
    2, Revised
    Edition statement
    2nd Revised edition
    Illustrations note
    col. Illustrations
    Oxford University Press
    Imprint name
    Oxford University Press
    Publication date
    11 February 2011
    Publication City/Country
    Author Information
    Paul Baines is Reader in Marketing and Director, MSc Strategic Marketing, in the School of Management at Cranfield University. Chris Fill is Founder and Managing Director of Fill Associates and a former Principal Lecturer in Marketing in the Portsmouth Business School at the University of Portsmouth. Kelly Page is Lecturer in Marketing and Strategy in the Cardiff Business School at the University of Cardiff.
    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