000			03509nam a2200349Ia 4500
001			2914
008			230305s2017 xx 000 0 und d
020			_a9780198748571
043			_aen_UK
041			_aeng
245		0	_aFundamentals of marketing
260			_a _bOxford University Press, _c2017
300			_axxv, 376 p. _bill. _c25 cm.
505			_aIncludes case studies and index. _r-- _rPart One: Understanding Customers-- _r1:Marketing Principles and Society-- _r2:Understanding Customer Behaviour-- _r3:Marketing Research and Customer Insight-- _rPart Two: Designing and Delivering the Market Strategy-- _r4:Marketing Environment and Strategy-- _r5:Market Segmentation and Positioning-- _rPart Three: Implementing the Marketing Mix-- _r6:Proposition and Branding Decisions-- _r7:Pricing and Value Creation-- _r8:Marketing Communications Principles-- _r9:Managing Marketing Communications-- _r10:Managing Channels and Distribution-- _rPart Four: Managing Marketing Relationship-- _r11:Digital and Social Media Marketing-- _r12:Services Marketing and Customer Experience Management--
520			_aIncorporating 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.
590			_bPreview available on Google Books. ; Support resources available on publisher's website.
630			_aHF COMMERCE _914
650		0	_aMarketing _91020
700			_aAntonetti, Paolo _eAuthor _912483
700			_aFill, Chris, _eAuthor
700			_aBaines, Paul _d1973- _eAuthor _912484
700			_aRosengren, Sara _eAuthor _912485
856			_uhttps://books.google.es/books?id=0AapDgAAQBAJ&lpg=PP1&dq=9780198748571&hl=es&pg=PP1#v=onepage&q&f=false
856			_uhttps://learninglink.oup.com/access/baines-whitehouse-rosengren-antonetti2e
902			_a397
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9780198748571.jpg
912			_a2017-01-01
942			_a1
953			_d2021-02-16 16:04:27
999			_c2776 _d2776