000			00928cam a2200289 a 4500
999			_c36121 _d36121
020			_a9780198079446
082	0	0	_a658.8 C4663 M _b102728
100	1		_aPaul Baines
245	1	0	_aMarketing / _cPaul Baines, Chris Fill, and Kelly Page.Adapted by Piyush K Sinha
250			_aAsian Edition
260			_aNew Delhi: _bOxford University Press, _c2013
300			_a697 _bill. (some col.) ; _c27 cm.
500			_aMarketing 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. 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.
505			_a Table of contents Part 1: Marketing Fundamentals Chapter 1 Marketing Principles and Society Chapter 2 The Marketing Environment Chapter 3 Consumer Buying Behaviour Chapter 4 Marketing Research Part 2: Principles of Marketing Management Chapter 5 Marketing Strategy Chapter 6 Market Segmentation and Positioning Chapter 7 International Market Development Part 3: The Marketing Mix Principle Chapter 8 Developing Products and Brands Chapter 9 Price Decisions Chapter 10 An Introduction to Marketing Communications Chapter 11 Marketing Communications: Tools and Media Chapter 12 Managing Marketing Communications: Strategy, Planning, and Implementation Chapter 13 Channel Management and Retailing Part 4: Principles of Relational Marketing Chapter 14 Services Marketing Chapter 15 Business-to-Business Marketing Chapter 16 Relationship Marketing Chapter 17 Not-for-Profit Marketing Part 5: Contemporary Marketing Practice Chapter 18 Digital Marketing Chapter 19 Postmodern Marketing Chapter 20 Marketing, Sustainability, and Ethics
650		0	_aMarketing.
700	1		_aFill, Chris.
700	1		_aPage, Kelly,
942			_cBK