Marketing / Edition 2

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Marketing is the first truly integrated print and electronic learning package for introductory marketing modules. It comprises: a textbook packed with learning features, combining authority and a lively and engaging writing style and a diverse range of electronic resources matched perfectly to the content of the textbook, available on the book's Online Resource Centre and instructors' DVD.
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Product Details

  • ISBN-13: 9780199579617
  • Publisher: Oxford University Press, USA
  • Publication date: 2/11/2011
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 776
  • Product dimensions: 7.60 (w) x 10.40 (h) x 1.00 (d)

Meet the Author

Paul Baines is Senior Lecturer in Marketing at the School of Management, Cranfield University. Paul is the author and co-author of numerous journal articles and book chapters on the use of marketing techniques in non-conventional services environments, particularly for political parties and candidates. With John Egan and Frank Jefkins, he co-wrote 'Contemporary PR Practicè (Elsevier, 2004). His latest book, co-written with Robert M Worcester and Roger Mortimore is a text on public opinion and political marketing entitled 'Explaining Labour's Landslip' (Politicos, 2005). Pau&lgrave;s marketing consultancy projects include work for a number of organisations including a high-profile football club, a large aerospace maintenance company, a national charity, an advertising agency and an examination board

Chris Fill is Principal Lecturer in Marketing Management at the University of Portsmouth. Much of his research to date has centred on aspects of integrated marketing communications, corporate identity and associated branding issues. He has written a number of books, including the most recently published fourth edition of his internationally recognised textbook, 'Marketing Communications'. In addition to teaching both marketing communications and business-to-business marketing at undergraduate and postgraduate levels, he undertakes consultancy assignments for public and private sector organisations. He is also Senior Examiner for the Chartered Institute of Marketing, responsible for the Marketing Communications module. He speaks regularly on marketing communications issues. Prior to his academic career, Chris enjoyed a successful marketing and commercial career with a variety of international organisations.

Kelly Page is Lecturer in Marketing and Strategy at Cardiff Business School. Her research interests include the role of human psychology in electronic technology adoption and usage, and the positioning and conduct of electronic marketing strategy and activities. Prior to joining the school Kelly lectured at Glamorgan University and held the position as leader of the Welsh Unit for Research in Marketing. Before she relocated to the UK, Kelly worked in Australia as a MBA Unit Chair/Author for APESMA Management Education (now Chiefly Business School), lectured at the University of New South Wales (UNSW) and worked as a consultant with The Leading Edge (TLE) Research Group.

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Table of Contents

1. Marketing in Society
2. The Marketing Environment and Competitor Analysis
3. Consumer Buyer Behavior
4. Market Research and Marketing Information Systems
5. Marketing Strategy
6. Market Segmentation and Positioning
7. International Market Development
8. Managing Products and Developing Brands
9. Price Decisions
10. An Overview of Marketing Communications
11. Managing Marketing Communications: Tools, Media and Planning
12. Retailing and Channel Management
13. Services Marketing
14. Business-to-Business Marketing
15. Relationship Marketing
16. Not-for-Profit Marketing
17. Digital Marketing
18. Post-modern Marketing
19. Marketing, Sustainability, and Ethics

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