Fundamentals of marketing

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Oxford University Press, 2017Description: xxv, 376 p. ill. 25 cm.ISBN:

9780198748571

Subject(s):

Online resources:

Contents:

Includes case studies and index. -- Part One: Understanding Customers-- 1:Marketing Principles and Society-- 2:Understanding Customer Behaviour-- 3:Marketing Research and Customer Insight-- Part Two: Designing and Delivering the Market Strategy-- 4:Marketing Environment and Strategy-- 5:Market Segmentation and Positioning-- Part Three: Implementing the Marketing Mix-- 6:Proposition and Branding Decisions-- 7:Pricing and Value Creation-- 8:Marketing Communications Principles-- 9:Managing Marketing Communications-- 10:Managing Channels and Distribution-- Part Four: Managing Marketing Relationship-- 11:Digital and Social Media Marketing-- 12:Services Marketing and Customer Experience Management--

Summary: Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to build their theoretical understanding of marketing into skilful practice. ; ; Covers the essential theories and latest trends to take students from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. ; Chapter opening case insights, enhanced by online video interviews with marketing specialists from the companies featured, pose real-life marketing dilemmas and show students first-hand how marketing practitioners approach real-world problems. ; Market insights provide a broad range of exciting international examples, including Nestlé, Kopparberg, and YouTube, and confront contemporary issues such as greenwashing, Fairtrade, and sustainability to illustrate the reality of marketing in today's business world. ; Links to seminal papers throughout the chapters enable students to take their learning further, and introduces them to classic and contemporary influential contributions. ; End-of-chapter review and discussion questions consolidate learning and facilitate critical appraisal of the key concepts examined in the chapter. ; An extensive online support package includes tips and information on skills, a variety of internet activities and multiple-choice questions for students, and a test bank of multiple choice and assessment questions for lecturers.

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415 BAI (Browse shelf(Opens below))	Available		B03339

Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to build their theoretical understanding of marketing into skilful practice. ; ; Covers the essential theories and latest trends to take students from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. ; Chapter opening case insights, enhanced by online video interviews with marketing specialists from the companies featured, pose real-life marketing dilemmas and show students first-hand how marketing practitioners approach real-world problems. ; Market insights provide a broad range of exciting international examples, including Nestlé, Kopparberg, and YouTube, and confront contemporary issues such as greenwashing, Fairtrade, and sustainability to illustrate the reality of marketing in today's business world. ; Links to seminal papers throughout the chapters enable students to take their learning further, and introduces them to classic and contemporary influential contributions. ; End-of-chapter review and discussion questions consolidate learning and facilitate critical appraisal of the key concepts examined in the chapter. ; An extensive online support package includes tips and information on skills, a variety of internet activities and multiple-choice questions for students, and a test bank of multiple choice and assessment questions for lecturers.