000			03275nam a22001457a 4500
020			_a9780198847991
082			_a658.8 P2811 M _b400008
100			_aPaul Baines _aChris Fill _aSara Rosengren _aPaulo Antonetti
245			_aMarketing
260			_aUK _b‎ Oxford University Press _c2020
300			_a626
500			_aThe theories. The relevance. The reality. The complete package. 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. Key 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 Contents List Part one: Marketing Fundamentals Chapter 1 Marketing Principles and Practice Chapter 2 The Marketing Environment Chapter 3 Consumer Buying Behaviour Chapter 4 Marketing research and Customer Insight Chapter 5 Marketing Society, Sustainability, and Ethics Part two: Principles of Marketing Management Chapter 6 Marketing Strategy Chapter 7 Market Segmentation and Positioning Chapter 8 International Market Development Part Three: Managing Marketing Programmes Chapter 9 Developing Products Chapter 10 Price Decisions Chapter 11 An Introduction to Marketing Communications Chapter 12 Configuring the marketing communications mix Chapter 13 Digital and Social Media Marketing Chapter 14 Channel Management and Retailing Chapter 15 Branding Decisions Part Four: Principles of Relationship Management Chapter 16 Services and Relationship Marketing Chapter 17 Business-to-Business Marketing Chapter 18 Not-for-profit and Social Marketing.
650			_aMarketing _aMarketing Management
942			_cBK
999			_c82964 _d82964