TY  - BOOK
AU  - Baines, Paul
AU  - Antonetti, Paolo
AU  - Rosengren, Sara
TI  - Marketing
SN  - 9780192893468
AV  - HF5415 .B26 2022
PY  - 2022///
CY  - Oxford
PB  - Oxford University Press
KW  - Marketing
KW  - Management
N1  - Previous edition written by Paul Baines, Chris Fill, Sara Rosengren, Paolo Antonetti. 2019; Includes bibliographical references and index; pt. 1. Core principles, context and customers — Marketing principles and practice — The marketing environment — Consumer buying behaviour — Business to business marketing — Services and relationship marketing — pt. 2. Marketing strategy — Marketing strategy — Marketing research and analytics — Market segmentation and positioning — International marketing development — Branding decisions — pt. 3. Marketing tactics — Product : new proposition development and innovation — Place : channels, supply chains, and retailing — Price and customer value — Promotion I : principles of marketing communications — Promotion II : configuring the marketing communications mix — Digital and social media marketing — pt. 4. Marketing and society — Not-for-profit and social marketing — Marketing, society, sustainability and ethics
N2  - How does Google support organizations in their transformation to digital marketing?

How does the International Food Waste Coalition influence more sustainable behaviour?

How did a producer of Thai herbal toothpaste amend their marketing mix to maintain sales during COVID-19?

With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing answers these questions and more to provide students with the skills they need to successfully engage with marketing across all areas of society.

Founded on rigorous research, this critical text presents a current, complete guide to marketing success and explores topical issues such as sustainability and digital transformation. Its broadest ever range of examples, Practitioner Insights and Market Insights also give readers a unique view into the fascinating worlds of marketing professionals. Individuals from Arch Creative, Klarna, eDreams Odigeo and Watson Farley & Williams are just a few of the practitioners that join the authors to offer real-life insights and career advice to those starting out in the industry.

Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail, and encouraging them to engage critically with the theory. New critical thinking questions also accompany the links to seminal papers throughout each chapter, presenting the opportunity for students to take their learning further
ER  -