Marketing

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Overview

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: 9780199290437
  • Publisher: Oxford University Press, USA
  • Publication date: 3/15/2008
  • Edition description: Older Edition
  • Pages: 704
  • Product dimensions: 10.40 (w) x 7.50 (h) x 1.70 (d)

Meet the Author

Paul Baines is Reader in Marketing and Director, MSc Strategic Marketing, in the School of Management at Cranfield University.

Chris Fill is Founder and Managing Director of Fill Associates and a former Principal Lecturer in Marketing in the Portsmouth Business School at the University of Portsmouth.

Kelly Page is Lecturer in Marketing and Strategy in the Cardiff Business School at the University of Cardiff.

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Table of Contents

List of Case insights

List of Market insights

List of Academic Insights

List of Online cases

Pt. 1 Marketing Fundamentals

1 Marketing Principles in Society

2 The Marketing Environment and Competitor Analysis

3 Marketing Psychology and Consumer Buyer Behaviour

4 Market Research and Marketing Information Systems

Pt. 2 Principles of Marketing Management

5 Marketing Strategy

6 Market Segmentation and Positioning

7 Market Development and International Marketing

8 Marketing Implementation and Control

Pt. 3 The Marketing Mix Principle

9 Products, Services and Branding Decisions

10 Price Decisions

11 An Introduction to Marketing Communications

12 Marketing Communications: Tools and Techniques

13 Managing Marketing Communications: Planning and Implementation

14 Retailing and Channel Management

Pt. 4 Principles of Relational Marketing

15 Services Marketing and Non-profit Marketing

16 Business-to-Business Marketing and Key Account Management

17 Relationship Marketing and Customer Service Management

Pt. 5 Contemporary Markteing Practice

18 New Technology and Marketing

19 Post-modern Marketing

20 Marketing Ethics

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