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Fundamentals of Marketing

Fundamentals of Marketing

          
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About the Book

Do you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organization can incorporate social media into their communication campaigns? What can you learn from these practices, how do they incorporate sustainability and ethical practice, and how could it influence your career, whether in marketing or not?

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 help build their theoretical understanding of marketing into skilful practice.

Covering the most essential theories and latest trends, this book take you from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. With cases featuring international companies such as YouTube, Kopparberg, and Nestle, and exploring issues such as greenwashing, guilt appeals, and responsible branding, the book goes beyond marketing theory to illustrate marketing at work in the business world, and how it can be used to promote a company's success.

Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further and read in depth on selected topics.

A fully integrated Online Resource Centre allows you to learn from real-life marketers whose video interviews expand on the book's Case Insights to offer a more in-depth view of their world. From Withers Worldwide to Aston Martin, Lanson International to Spotify, household names as well as SMEs and online businesses discuss their real-life marketing dilemmas and how they navigated their way to a positive outcome. Test bank questions, internet activities, and web links also allow you to test your learning and explore key concepts further.

Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.

The book is accompanied by an Online Resource Centre that features:

For everyone:
Case Insight videos
Library of video links
Worksheets

For students:
Author audio podcasts
Multiple-choice questions
Flashcard glossaries
Employability guidance and marketing careers insights
Internet activities
Research insights
Web links

For lecturers:
VLE content
PowerPoint slides
Test bank
Essay questions
Tutorial activities
Marketing resource bank
Pointers on answering the discussion question at the end of each chapter of the book
Figures and tables from the book in electronic format
Transcripts of the Case Insight videos

About the Author:
Paul Baines, Professor of Political Marketing, Cranfield School of Management, Chris Fill, Director of Fillassociates, Visiting Professor at Poitiers Business School, formerly Principal Lecturer at the University of Portsmouth, and Senior Examiner at the Chartered Institute of Marketing, , Sara Rosengren, Associate Professor of Marketing, Stockholm School of Economics, Paolo Antonetti, Lecturer in Marketing at Queen Mary, University of London



Product Details
  • ISBN-13: 9780198748571
  • Publisher: Oxford University Press
  • Binding: Paperback
  • Height: 188 mm
  • No of Pages: 416
  • Spine Width: 18 mm
  • Width: 244 mm
  • ISBN-10: 0198748574
  • Publisher Date: 27 Jun 2017
  • Depth: 33
  • Language: English
  • Returnable: Y
  • Weight: 700 gr


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