Essentials of Marketing by Paul BainesEssentials of Marketing by Paul Baines

Essentials of Marketing

byPaul Baines, Chris Fill, Kelly Page

Paperback | January 2, 2013

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Following the outstanding success of Baines, Fill and Page's bestselling textbook, Essentials of Marketing has arrived! Retaining the exciting and dynamic approach Marketing is renowned for, this is the must have textbook for students looking to shine and excel in their marketing studies andfuture careers. Do your students need a fresh and concise introduction to marketing?Are they motivated by learning first hand from marketers at organizations like HMV and System Bolaget ?Are they excited by the prolific growth in social media and its implications for marketing?Packed full of exciting and meaningful cases from organizations such as IKEA, FourSquare, Groupon and WOMAD, students are encouraged to think critically and consider how they would tackle the real marketing challenges and issues encountered by professionals on a daily basis. Covering the latest trends and developments in marketing, including social media and mobile marketing, students are given the opportunity to go beyond classical marketing theories and explore the latest cutting edge perspectives Lecturers and students are provided with truly innovative online resources which are carefully integrated with the textbook. For lecturers:DT Access exclusive video interviews of marketers from well-known organizations including HMV and Innocent to share with your students and help make marketing theory relevant to themDT Save time by using the fantastic bank of additional resources including PowerPoint slides, comprehensive library of YouTube clips, test bank and tutorial activities to help support your teaching. For students:DT Learn from the top recruitment professionals on the attributes they look for in graduates entering the workplaceDT Explore the latest developments in digital marketing and social mediaDT Download our expert authors' podcasts to learn and revise on the goDT Check you've really understood with a wealth of multiple choice questions, worksheets and activities
Paul Baines is Reader in Marketing and Director, MSc Strategic Marketing at Cranfield School of Management, Cranfield University. He is an international authority in the field of political marketing and Managing Editor, Europe, for the Journal of Political Marketing. He has published widely in journals and books on marketing topics in...
Title:Essentials of MarketingFormat:PaperbackDimensions:450 pages, 9.69 × 7.44 × 0.03 inPublished:January 2, 2013Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199646503

ISBN - 13:9780199646500


Table of Contents

Part 1. Marketing Fundamentals1. Marketing Principles and Society2. The Global Marketing Environment3. Understanding Consumer Behaviour4. Marketing ResearchPart 2. Principles of Marketing Management5. Marketing Strategy6. Market Segmentation and PositioningPart 3. The Marketing Mix Principle7. Products, Services and Branding Decisions8. Price Decisions9. An Overview of Marketing Communications10. Managing Marketing Communications11. Retailing and Channel ManagementPart 4. Principles of Relational Marketing12. Services Marketing and CRM

Editorial Reviews

"When Marketing was first published in 2008, I must confess to being sceptical at the launch of yet another marketing textbook. However, on reading it, my reaction was 'wow' as it is outstanding in every department. Now, these talented, experienced authors have launched Essentials ofMarketing. My advice to all lecturers and students to is to take a look inside - like its cousin, it is a remarkable introduction to marketing" --Malcolm McDonald, Emeritus Professor, Cranfield University