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Marketing
Second Edition
Paul Baines, Chris Fill, and Kelly Page
792 pages
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265x195mm
978-0-19-957961-7
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Paperback
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16 December 2010
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- Shows students first hand how real-life practitioners approach and solve marketing problems through video interviews with organizations including Innocent, Orange, HMV, Oxfam, and the Co-operative Bank.
- Demonstrates how marketers around the world operate through integrated examples from organisations such as Volvo, Alibaba.com, Apple, Samsung, GAP, Finlandia Vodka, RAK Bank, and Elopak.
- Presents students with the latest exciting advances in new technology and the social web, and shows them how to take advantage of these in a marketing context.
- Accompanied by access to our wealth of online resources, which includes tips and information on skills, as well as a variety of internet activities and multiple choice questions for students, and test bank of multiple choice and assessment questions for lecturers.
- Content has been carefully tailored to match the module coverage of an introductory marketing module, whilst the wealth of digital material and range of perspectives covered means that students can refer to the textbook throughout their course.
New to this edition - Features a new chapter on not-for-profit marketing, and condensed coverage of marketing communications, all in keeping with market recommendations.
- Includes a fantastic new feature presenting the skills marketing practitioners really look for in graduates, and what past students have found useful through both written quotes and online video tips.
- Downloadable author podcasts summarising each chapter.
- Additional online learning material, including worksheets, exercises, and further reading, is now all clearly signposted throughout the textbook.
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 feedbackReadership: Business students studying modules in Marketing, Introduction to Marketing and Marketing Principles.
Also MBA students and MSc Business students.
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Paul Baines, Reader in Marketing and Director, MSc Strategic Marketing, School of Management, Cranfield University, Chris Fill, Founder and Managing Director of Fill Associates and formerly a Principal Lecturer in Marketing, Portsmouth Business School, University of Portsmouth, and Kelly Page, Lecturer in Marketing and Strategy, Cardiff Business School, University of Cardiff
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"I am delighted to see the new chapter on not for profit marketing which is an excellent addition.
" - Charles Graham, Senior Lecturer and Associate Course Director: BA Marketing, London South Bank University
"I consider this to be the best marketing textbook for new students" - Dr Elizabeth Jackson, Lecturer in International Marketing, Newcastle University
"This is a textbook that students would be well advised to invest in as it will retain currency beyond the first year of their studies.
" - Jennie White, Senior Lecturer, IS and Marketing, Bournemouth University
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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
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The specification in this catalogue, including without limitation price, format, extent, number of illustrations, and month of publication, was as accurate as possible at the time the catalogue was compiled. Occasionally, due to the nature of some contractual restrictions, we are unable to ship a specific product to a particular territory. Jacket images are provisional and liable to change before publication.
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