Essentials of Marketing

• Shows students first-hand how real life practitioners approach and solve marketing problems through video interviews with organizations including Innocent, 3M and Systembolaget.
• Each opening case poses a real marketing dilemma that students are encouraged to consider and is then explored in full via a DVD interview featuring the practitioner discussing how they chose to tackle it
• Tailored specifically for shorter modules and courses, this textbook covers the essential, core content whilst also providing access to a wealth of digital resources to enhance understanding
• Packed full of bang up-to-date examples featuring organizations including WOMAD, Groupon, Foursquare, Ikea, and HTC
• Coverage of the latest developments in digital marketing and social media is integrated throughout the chapters, reflecting the integral role digital marketing now plays
• Regular links to seminal papers help students to take their learning further and introduce them to classic and contemporary influential contributions
• Accompanied by access to a wealth of online resources, which includes tips and advice on employability from top recruitment agencies, as well as a variety of internet activities and multiple choice questions for students, and a test bank of multiple choice and assessment questions for lecturers

Readership: Business and marketing students studying modules in Marketing, Introduction to Marketing and Marketing Principles. Also MBA students and MSc Business students. Also non specialists (e.g. engineers) taking a marketing module.

Paul Baines, Reader in Marketing and Director, MSc Strategic Marketing, School of Management, Cranfield University, Chris Fill, Director and Founder of Fillassociates, and formerly a Principal Lecturer at the University of Portsmouth, and Kelly Page, Lecturer in Digital Media Marketing, Cardiff Business School, University of Cardiff

Paul Baines is Reader in Marketing and Director, MSc Strategic Marketing at Cranfield School of Management, Cranfield University. He is an international authority in the field of political marketing and Managing Editor, Europe, for the Journal of Political Marketing. He has published widely in journals and books on marketing topics including on public relations, public opinion, market segmentation and positioning, marketing research and strategic marketing. Paul runs his own strategic marketing and research consultancy, Baines Associates, which has undertaken work for a number of large and medium sized organisations including government departments, national charities and private sector organisations. In this spare time, he likes to swim, travel and devour current affairs magazines.

Chris Fill is a Director of Fillassociates. The company develops resources relating to marketing, communications, advertising and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris now works with a variety of organisations. He is a Visiting Professor at the Grenoble Graduate School of Business and a Fellow of the Chartered Institute of Marketing where he was the Senior Examiner responsible for designing, writing and managing the Professional Diploma in Marketing Communications and subsequently the Professional Postgraduate Diploma module, Managing Corporate Reputation. In addition to numerous papers published in a range of academic journals, he has authored several books, including his internationally recognised text Marketing Communications, soon to be published in its sixth edition. He has just published Essentials of Marketing Communications, and Corporate Reputation, and Business Marketing

Kelly is a researcher, writer and speaker, and works in partnership with organizations exploring situated digital and social media learning and practices in organizational communications and developing case and strategic insights for digital participation. Kelly has a PhD on Web Knowledge(UNSW), is Associate Editor of Journal of Consumer Behaviour and authority on Digital Marketing for the 3rd Wiley Encyclopedia of Management. Her work is published in Psychology and Marketing, Behaviour and Information Technology, International Journal of Retailing and Distribution Management, Consumer Behaviour, and is co-author of Marketing. She won Best Paper in Interactive Marketing at the 2010 AM Conference for her work on 'The Web Makes Youth Feel', presented at the 2011 TedxCardiff on 'Rediscovering Friendship', and is member of the Academy of Marketing Research Committee (AMRC). Kelly is a lecturer in Digital Media Marketing at Cardiff University.

"An absolute must for all marketing students! This text provides outstanding coverage of core marking knowledge underpinned by relevant, new and up-to-date cases" - Dr Frauke Mattison Thompson, Lecturer in Marketing, King's College, London

"This excellent book provides the perfect balance of theory and practice for those seeking a thorough grasp of marketing. Concise and accessible, yet crammed with interesting and highly relevant case studies, the authors have really succeeded in bringing the subject to life!" - Dr. Ian Richardson, Stockholm University, School of Business

"Essentials of Marketing's coverage of core topics is first rate, and the discussions about marketing ethics, digital and social marketing are simply essential to our understanding of the way in which marketing practice influences today's society. Highly recommended" - Robert P. Ormrod, Associate Professor, Aarhus University

"When Marketing was first published in 2008, I must confess to being sceptical at the launch of yet another marketing textbook. However, on reading it, my reaction was 'wow' as it is outstanding in every department. Now, these talented, experienced authors have launched Essentials of Marketing. My advice to all lecturers and students to is to take a look inside - like its cousin, it is a remarkable introduction to marketing" - Malcolm McDonald, Emeritus Professor, Cranfield University

Part 1. Marketing Fundamentals
1.: Marketing Principles and Society
2.: The Global Marketing Environment
3.: Understanding Consumer Behaviour
4.: Marketing Research
Part 2. Principles of Marketing Management
5.: Marketing Strategy
6.: Market Segmentation and Positioning
Part 3. The Marketing Mix Principle
7.: Products, Services and Branding Decisions
8.: Price Decisions
9.: An Overview of Marketing Communications
10.: Managing Marketing Communications
11.: Retailing and Channel Management
Part 4. Principles of Relational Marketing
12: Services Marketing and CRM