Marketing

The theories. The relevance. The reality. The complete package.

ISBN:

9780198847991

Publication date:

06/07/2020

Paperback

776 pages

ISBN:

9780198847991

Publication date:

06/07/2020

Paperback

776 pages

With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing, international edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society.

Rights:  OUP UK (Indian Territory)

Description

The international edition sees a broader range of examples and Market Insights within each chapter, with contributions from academics and specialists. Companies as diverse as Google, Groupon, and Sintex illustrate the theoretical frameworks, models, and concepts outlined in each chapter, giving a fully integrated overview of not just what marketing theory looks like in practice but how it can be used to promote a company's success.

Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. The authors speak to marketing professionals from a range of companies, from Ipsos MORI to Adnams, Åkestam Holst to H&M, who talk through how they dealt with a marketing problem facing their company and what career advice they would offer to those starting out in the industry.

Review questions conclude each chapter, prompting readers to examine the themes discussed in more detail and encouraging them to engage critically with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further; with a suite of online resources designed to stimulate, assess, and consolidate learning, Marketing is the complete package for any introductory marketing module.

Table of contents

Part one: Marketing Fundamentals

  1. Marketing Principles and Practice
  2. The Marketing Environment
  3. Consumer Buying Behaviour
  4. Marketing research and Customer Insight
  5. Marketing Society, Sustainability, and Ethics
Part two: Principles of Marketing Management
  1. Marketing Strategy
  2. Market Segmentation and Positioning
  3. International Market Development
Part Three: Managing Marketing Programmes
  1. Developing Products
  2. Price Decisions
  3. An Introduction to Marketing Communications
  4. Configuring the marketing communications mix
  5. Digital and Social Media Marketing
  6. Channel Management and Retailing
  7. Branding Decisions
Part Four: Principles of Relationship Management
  1. Services and Relationship Marketing
  2. Business-to-Business Marketing
  3. Not-for-profit and Social Marketing

Features

  • The connection between marketing theory and practice is made explicit throughout, with examples and Market Insights.
  • Chapter opening Case Insights, enhanced by online video interviews with the marketing specialists featured, pose real-life dilemmas and show students first-hand how marketing practitioners approach real-world problems.
  • Marketing practice is presented in a global context, with a new casebook of additional Case Studies for the Indian market.
  • Presents students with the latest advances in technology and social media, and the innovative ways these tools can be used in marketing.
  • Regular links to seminal papers help students to take their learning further and introduce them to the most influential classic and contemporary contributions to the field.
  • Accompanied by the most extensive online support package available, including a variety of internet activities and multiple-choice questions for students, and a test bank of multiple choice and assessment questions for lecturers.


This book is accompanied by the following online resources.

For everyone:
  • Case insight videos
  • Industry foresight videos
  • Library of video links
  • For students:
  • Author audio podcasts
  • Multiple-choice questions
  • Flashcard glossary
  • Internet activities
  • Research insights
  • Web links
  • Chapter summaries


For lecturers:
  • Additional market Insights
  • PowerPoint slides
  • Test bank
  • Essay questions
  • Tutorial activities
  • Discussion Questions
  • Discussion question pointers
  • Figures and tables from the book
  • Case insight video transcripts

Description

The international edition sees a broader range of examples and Market Insights within each chapter, with contributions from academics and specialists. Companies as diverse as Google, Groupon, and Sintex illustrate the theoretical frameworks, models, and concepts outlined in each chapter, giving a fully integrated overview of not just what marketing theory looks like in practice but how it can be used to promote a company's success.

Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. The authors speak to marketing professionals from a range of companies, from Ipsos MORI to Adnams, Åkestam Holst to H&M, who talk through how they dealt with a marketing problem facing their company and what career advice they would offer to those starting out in the industry.

Review questions conclude each chapter, prompting readers to examine the themes discussed in more detail and encouraging them to engage critically with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further; with a suite of online resources designed to stimulate, assess, and consolidate learning, Marketing is the complete package for any introductory marketing module.

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Table of contents

Part one: Marketing Fundamentals

  1. Marketing Principles and Practice
  2. The Marketing Environment
  3. Consumer Buying Behaviour
  4. Marketing research and Customer Insight
  5. Marketing Society, Sustainability, and Ethics
Part two: Principles of Marketing Management
  1. Marketing Strategy
  2. Market Segmentation and Positioning
  3. International Market Development
Part Three: Managing Marketing Programmes
  1. Developing Products
  2. Price Decisions
  3. An Introduction to Marketing Communications
  4. Configuring the marketing communications mix
  5. Digital and Social Media Marketing
  6. Channel Management and Retailing
  7. Branding Decisions
Part Four: Principles of Relationship Management
  1. Services and Relationship Marketing
  2. Business-to-Business Marketing
  3. Not-for-profit and Social Marketing

Read More