Marketing

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Overview

Marketing offers students and lecturers an integrated learning solution that combines accessible narrative with a diverse range of electronic tools available on the book's website and DVD. The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant to the student experience. Case Insight interviews with marketing practitioners, found at the beginning of each chapter, provide students with actual examples of the material discussed in the text. Each chapter is also pedagogically enhanced by Marketing Insight boxes. These learning features show how marketing problems have been solved in the business world and enable students to apply the theories in the text to real-world situations. The text begins with fundamental concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing to help students develop knowledge and encourage critical thinking.
Marketing is an excellent introductory text but can be used for reference throughout the course of a student's study of marketing or business.

Online Resource Centre and DVD:
For Lecturers: Extensive supplementary digital material featuring video clips of interviews with the marketing practitioners from the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. Also comprises case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching.

For Students: Provides multiple-choice questions, web-based research activities and abstracts from seminal papers, enabling students to test their knowledge.

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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 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

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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