Fundamentals of Marketing (Second Edition)
Price: 725.00 INR
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ISBN:
9780198829256
Publication date:
02/03/2021
Paperback
408 pages
253x194mm
Price: 725.00 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:
9780198829256
Publication date:
02/03/2021
Paperback
408 pages
Paul Baines, Sophie Whitehouse, Sara Rosengren, Paolo Antonetti
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.,An international range of chapter-opening case insights, enhanced by video interviews with marketing specialists from the featured companies, pose real-life marketing dilemmas and show students first-hand how marketing practitioners approach real-world problems.,End-of-chapter review and discussion questions consolidate learning and facilitate critical appraisal of the key concepts examined in the chapter.,Accompanied by an extensive online support package, including video interviews with marketing specialists, a variety of internet activities and multiple-choice questions for students; and a test bank of multiple choice and assessment questions for lecturers.,Links to seminal papers throughout the chapters enable students to take their learning further, and introduces them to classic and contemporary influential contributions.,Also available as an e-book enhanced with self-assessment activities and multi-media content to offer a fully immersive experience and extra learning support
Rights: OUP UK (INDIAN TERRITORY)
Paul Baines, Sophie Whitehouse, Sara Rosengren, Paolo Antonetti
Description
How did the start-up dating app, CLikD, quickly rise to become an award-winning competitor to Tinder and Bumble? How should organizations incorporate social media into their communication campaigns? What can you learn from these practices and how could it help you in your future career?
Combining the most essential theories and offering a global range of cases and practitioner insights, Fundamentals of Marketing is the most relevant, concise guide to marketing. Based on the bestselling Marketing by Baines, Fill, Rosengren and Antonetti, this text will take you on a journey from the traditional marketing mix to the cutting-edge trends of the discipline such as sustainability, ethics, and digitalization. Along the way, cases and market insights featuring international companies and organisations such as Tesla, Brompton Bicycles, and Cambridge Analytica will take you beyond the theory to understand marketing at work in the business world, making sure you are equipped with the knowledge you need to promote a company's success in the future.
In addition to the case studies within the book, a fully integrated companion website allows you to learn from real-life marketers whose video interviews offer a more in-depth view of their world. From Ammon Zeus to Aircall, The Guardian to Spotify, Fundamentals of Marketing highlights up and coming start-up businesses as well as household names, discussing the real-life marketing dilemmas they have faced and discovering how they navigated their way to a positive outcome.
Review and discussion questions conclude each chapter, acting as a checkpoint 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 for you to take your learning further and read selected topics in more depth.
Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.
About the author
Professor Paul Baines is Professor of Political Marketing and Associate Dean (Business & Civic Engagement) at the University of Leicester School of Business, UK
Dr Sophie Whitehouse is a Teaching Fellow in Marketing at the University of Leicester School of Business, UK
Professor Sara Rosengren is Professor of Marketing and Retailing; and Head of the Center for Retailing at the Stockholm School of Economics, Sweden
Professor Paolo Antonetti is Associate Professor of Marketing and Director of the Global Executive MBA at NEOMA Business School, France
Paul Baines, Sophie Whitehouse, Sara Rosengren, Paolo Antonetti
Table of contents
Part 1: Understanding customers
1:Marketing principles and society
2:Understanding customer behaviour
3:Marketing research and customer insight
Part 2: Designing and delivering the marketing strategy
4:Marketing environment and strategy
5:Market segmentation and positioning
Part 3: Implementing the marketing mix
6:Proposition and branding decisions
7:Pricing and value creation
8:Marketing communications and principles
9:Managing channels and distribution
10:Digital and social media marketing
Part 4: Managing marketing relationship
11:Services marketing and customer experience management
12:Marketing, society, sustainability, and ethics
Paul Baines, Sophie Whitehouse, Sara Rosengren, Paolo Antonetti
Review
"Review from previous edition Fundamentals of Marketing is a mini bible when it comes to understanding the basics of marketing - especially for students who do not come from a marketing background. " - Marilena Antoniadou, Manchester Metropolitan University,"Fundamentals of Marketing provides a good overview of marketing theories and concepts. It is well supported by market insights, discussions, review questions and online resources that are invaluable for students' learning as well as lecturers to deliver teaching...Written in a clear and comprehensible manner, the presentation of the contents is appealing and attention worthy." - Lianne van den Berg-Weitzel, Utrecht University of Applied Sciences
Paul Baines, Sophie Whitehouse, Sara Rosengren, Paolo Antonetti
Description
How did the start-up dating app, CLikD, quickly rise to become an award-winning competitor to Tinder and Bumble? How should organizations incorporate social media into their communication campaigns? What can you learn from these practices and how could it help you in your future career?
Combining the most essential theories and offering a global range of cases and practitioner insights, Fundamentals of Marketing is the most relevant, concise guide to marketing. Based on the bestselling Marketing by Baines, Fill, Rosengren and Antonetti, this text will take you on a journey from the traditional marketing mix to the cutting-edge trends of the discipline such as sustainability, ethics, and digitalization. Along the way, cases and market insights featuring international companies and organisations such as Tesla, Brompton Bicycles, and Cambridge Analytica will take you beyond the theory to understand marketing at work in the business world, making sure you are equipped with the knowledge you need to promote a company's success in the future.
In addition to the case studies within the book, a fully integrated companion website allows you to learn from real-life marketers whose video interviews offer a more in-depth view of their world. From Ammon Zeus to Aircall, The Guardian to Spotify, Fundamentals of Marketing highlights up and coming start-up businesses as well as household names, discussing the real-life marketing dilemmas they have faced and discovering how they navigated their way to a positive outcome.
Review and discussion questions conclude each chapter, acting as a checkpoint 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 for you to take your learning further and read selected topics in more depth.
Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.
About the author
Professor Paul Baines is Professor of Political Marketing and Associate Dean (Business & Civic Engagement) at the University of Leicester School of Business, UK
Dr Sophie Whitehouse is a Teaching Fellow in Marketing at the University of Leicester School of Business, UK
Professor Sara Rosengren is Professor of Marketing and Retailing; and Head of the Center for Retailing at the Stockholm School of Economics, Sweden
Professor Paolo Antonetti is Associate Professor of Marketing and Director of the Global Executive MBA at NEOMA Business School, France
Table of contents
Part 1: Understanding customers
1:Marketing principles and society
2:Understanding customer behaviour
3:Marketing research and customer insight
Part 2: Designing and delivering the marketing strategy
4:Marketing environment and strategy
5:Market segmentation and positioning
Part 3: Implementing the marketing mix
6:Proposition and branding decisions
7:Pricing and value creation
8:Marketing communications and principles
9:Managing channels and distribution
10:Digital and social media marketing
Part 4: Managing marketing relationship
11:Services marketing and customer experience management
12:Marketing, society, sustainability, and ethics
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