Essentials of Marketing

Price: 425.00 INR

We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.

ISBN:

9780198734765

Publication date:

22/09/2014

Paperback

440 pages

241.0x185.0mm

Price: 425.00 INR

We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.

ISBN:

9780198734765

Publication date:

22/09/2014

Paperback

440 pages

241.0x185.0mm

First Edition

Paul Baines, Chris Fill & Kelly Page

Are you motivated by learning from marketers at top organizations like Apple and IKEA? Are you excited by the prolific growth in social media and its implications for marketing? Do you need a fresh and concise introduction to marketing? Then look no further,as Essentials of Marketing has arrived! Why choose this book?

Suitable for: 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.

Rights:  OUP UK (Indian Territory)

First Edition

Paul Baines, Chris Fill & Kelly Page

Description

Are you motivated by learning from marketers at top organizations like Apple and IKEA? Are you excited by the prolific growth in social media and its implications for marketing? Do you need a fresh and concise introduction to marketing? Then look no further,as Essentials of Marketing has arrived! Why choose this book? Packed full of exciting and stimulating cases from organizations such as Twitter, Foursquare, and WOMAD, this text, written by these best-selling authors, encourages you to consider how you would tackle the real marketing challenges and issues encountered by professionals on a daily basis. Fundamental marketing concepts are presented clearly, and illustrated by a wealth of European and international examples. In addition, links to classic and contemporary research papers introduce you to influential academic contributions to marketing. Essentials of Marketing, the South Asian Edition, is the must-have textbook for students looking to shine and excel in their marketing studies and future careers.

First Edition

Paul Baines, Chris Fill & Kelly Page

Table of contents

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

First Edition

Paul Baines, Chris Fill & Kelly Page

Features

  • 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

First Edition

Paul Baines, Chris Fill & Kelly Page

First Edition

Paul Baines, Chris Fill & Kelly Page

Description

Are you motivated by learning from marketers at top organizations like Apple and IKEA? Are you excited by the prolific growth in social media and its implications for marketing? Do you need a fresh and concise introduction to marketing? Then look no further,as Essentials of Marketing has arrived! Why choose this book? Packed full of exciting and stimulating cases from organizations such as Twitter, Foursquare, and WOMAD, this text, written by these best-selling authors, encourages you to consider how you would tackle the real marketing challenges and issues encountered by professionals on a daily basis. Fundamental marketing concepts are presented clearly, and illustrated by a wealth of European and international examples. In addition, links to classic and contemporary research papers introduce you to influential academic contributions to marketing. Essentials of Marketing, the South Asian Edition, is the must-have textbook for students looking to shine and excel in their marketing studies and future careers.

Read More

Table of contents

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

Read More