Marketing
By: Paul Baines and Chris Fill
Contributors: Fill, Chris
Edition: Third edition.
Publisher: Oxford University Press
Published: 2014
Place of publication: Oxford, United Kingdom
Language: eng
Number of pages: 737
ISBN-13: 9780199659531
Subjects: Marketing
Description: Linked to an online resource centre and instructor's DVD, this textbook introduces the basic principles of marketing. It includes numerous contemporary case studies, chapter summaries and review questions.
Notes: Includes bibliographical references and index.
Table of contents: title: Part 1 Marketing Fundamentals; title: 1 Marketing Principles and Society; title: 2 Consumer Buying Behaviour; title: 3 Marketing Research and Customer Insight; title: Part 2 Principles of Marketing Management; title: 4 Marketing Environment; title: 5 Marketing Strategy; title: 6 Market Segmentation and Positioning; title: 7 International Market Development; title: Part 3 The Marketing Mix; title: 8 Innovation and New Proposition Development; title: 9 Price Decisions; title: 10 An Introduction to Marketing Communications; title: 11 Managing the Communications Mix; title: 12 Marketing Channels and Retailing; title: Part 4 Principles of Relational Marketing; title: 13 Branding Decisions; title: 14 Managing Relationships and Customer Experiences; title: 15 Business-to-Business Marketing; title: 16 Not-For-Profit Marketing; title: Part 5 Critique and Change in Marketing Practice; title: 17 Digital and Social Media Marketing; title: 18 Marketing, Sustainability, and Ethics; title: 19 Critical and Postmodern Perspectives in Marketing.