Paul Baines <br/><br/>
Marketing / 
Paul Baines, Chris Fill, and Kelly Page.Adapted by Piyush K Sinha 
 - Asian Edition 
 - New Delhi:  Oxford University Press,  2013 
 - 697  ill. (some col.) ;  27 cm. 
<br/><br/> Marketing is an exciting new textbook packed with learning features, combining authority with a lively and engaging writing style and a diverse range of resources, available online. Learn from real-life situations and read about great campaigns from organizations such as Adani Wilmar, Oxfam, Orange and The Leela Palaces. Experience first hand what top marketers actually do and the challenges they face in today's business environment. Discover the latest exciting advances in new technology and the social web and learn how to take advantage of these in a marketing context.<br/><br/>Designed for postgraduate students pursuing courses in business management, this textbook will be equally useful to marketing practitioners, particularly because of the real-life case insights presented by marketing professionals. Recognizing the need to go further than the traditional 4Ps approach, the text reflects on newer perspectives, covering topics such as relational, not-for-profit, digital and post-modern marketing. It provides powerful learning insights into marketing theory and practice, through a series of 'Insight' features: Case Insights, Market Insights and Research Insights. 
<br/><br/><br/><br/>Table of contents<br/><br/>Part 1: Marketing Fundamentals<br/>Chapter 1 Marketing Principles and Society<br/>Chapter 2 The Marketing Environment<br/>Chapter 3 Consumer Buying Behaviour<br/>Chapter 4 Marketing Research<br/><br/>Part 2: Principles of Marketing Management<br/>Chapter 5 Marketing Strategy<br/>Chapter 6 Market Segmentation and Positioning<br/>Chapter 7 International Market Development<br/><br/>Part 3: The Marketing Mix Principle<br/>Chapter 8 Developing Products and Brands<br/>Chapter 9 Price Decisions<br/>Chapter 10 An Introduction to Marketing Communications<br/>Chapter 11 Marketing Communications: Tools and Media<br/>Chapter 12 Managing Marketing Communications: Strategy, Planning, and Implementation<br/>Chapter 13 Channel Management and Retailing<br/><br/>Part 4: Principles of Relational Marketing<br/>Chapter 14 Services Marketing<br/>Chapter 15 Business-to-Business Marketing<br/>Chapter 16 Relationship Marketing<br/>Chapter 17 Not-for-Profit Marketing<br/><br/>Part 5: Contemporary Marketing Practice<br/>Chapter 18 Digital Marketing<br/>Chapter 19 Postmodern Marketing<br/>Chapter 20 Marketing, Sustainability, and Ethics<br/> 
<br/><br/><label>ISBN: </label>9780198079446 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.8 C4663 M  / 102728