Marketing
The theories. The relevance. The reality. The complete package.
Price: 950.00 INR
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ISBN:
9780198847991
Publication date:
30/09/2020
Paperback
776 pages
272x209mm
Price: 950.00 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:
9780198847991
Publication date:
30/09/2020
Paperback
776 pages
Paul Baines, Chris Fill, Sara Rosengren & Paolo Antonetti
- 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
Rights: OUP UK (INDIAN TERRITORY)
Paul Baines, Chris Fill, Sara Rosengren & Paolo Antonetti
Description
The book has been developed as per the newly introduced semester-based Choice-based Credit System (CBCS) syllabus (2017) of the University of Calcutta. Moreover, it also guides the students undergoing different professional courses, viz. BBA and MBA.
Paul Baines, Chris Fill, Sara Rosengren & Paolo Antonetti
Table of contents
Part one: Marketing Fundamentals
- Marketing Principles and Practice
- The Marketing Environment
- Consumer Buying Behaviour
- Marketing research and Customer Insight
- Marketing Society, Sustainability, and Ethics
- Marketing Strategy
- Market Segmentation and Positioning
- International Market Development
- Developing Products
- Price Decisions
- An Introduction to Marketing Communications
- Configuring the marketing communications mix
- Digital and Social Media Marketing
- Channel Management and Retailing
- Branding Decisions
- Services and Relationship Marketing
- Business-to-Business Marketing
- Not-for-profit and Social Marketing
Paul Baines, Chris Fill, Sara Rosengren & Paolo Antonetti
Description
The book has been developed as per the newly introduced semester-based Choice-based Credit System (CBCS) syllabus (2017) of the University of Calcutta. Moreover, it also guides the students undergoing different professional courses, viz. BBA and MBA.
Table of contents
Part one: Marketing Fundamentals
- Marketing Principles and Practice
- The Marketing Environment
- Consumer Buying Behaviour
- Marketing research and Customer Insight
- Marketing Society, Sustainability, and Ethics
- Marketing Strategy
- Market Segmentation and Positioning
- International Market Development
- Developing Products
- Price Decisions
- An Introduction to Marketing Communications
- Configuring the marketing communications mix
- Digital and Social Media Marketing
- Channel Management and Retailing
- Branding Decisions
- Services and Relationship Marketing
- Business-to-Business Marketing
- Not-for-profit and Social Marketing
