- Häftad (Paperback)
- Antal sidor
- OUP Oxford
- Fill, Chris / Rosengren, Sara
- 265 x 195 x 30 mm
- Antal komponenter
- 1592 g
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Denise Daniels, Newcastle University 'A comprehensive introductory text that provides students with fundamental theoretical principals of marketing. The theory is well explained and illustrated throughout by relevant examples.'
Wybe Popma, Brighton Business School 'An excellent introduction to Marketing from a managerial and academic perspective. Engages students with the right balance between theory and marketing practice.'
Chloe Lansbury, student, Aston University 'An extremely engaging and interactive text, and a truly helpful resource to anyone studying marketing. Would highly recommend!'
Professor Michael A J Saren, University of Leicester 'These very experienced authors have remained ahead of the field with another lively and readable textbook that fully covers contemporary marketing. A fantastic introduction to marketing for students.'
David Pearson, Master, The Worshipful Company of Marketing, international marketing expert and author of The 20 Ps of Marketing 'This wonderfully comprehensive textbook has been fully updated for content, relevance, and practical ease of use in an online world. Marketing touches every facet of the business process and this book shows you how.'
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Paul Baines is Professor of Political Marketing at Cranfield University. He is author/co-author of more than a hundred published articles, book chapters, and books on marketing issues. Over the last 20 years, Paul's research has particularly focused on political marketing, public opinion, and propaganda. He is a Fellow of the Chartered Institute of Marketing, and a member of the Market Research Society (MRS), ESOMAR and the Academy of Marketing, and a Fellow of the Institute of Directors. Paul's consultancy includes experience working with various government departments on strategic communication research projects as well as many small, medium, and large private enterprises including Saint Gobain Glassolutions, IBM, 3M, and many more, on market research/marketing planning. Paul is Director of Baines Associates Limited. Chris Fill is Director of Fillassociates, who develop and deliver learning materials related to marketing and corporate communications, some of which can be found online (at www.fillassociates.co.uk and www.marketing mentor.net). Formerly Principal Lecturer at the University of Portsmouth, Chris now works with a variety of private and not-for-profit organizations including several publishers. He is Visiting Professor at Poitiers Business School and Fellow of the Chartered Institute of Marketing where he was the Senior Examiner responsible for the marketing communications modules, and more recently the Professional Postgraduate Diploma module, Managing Corporate Reputation. In addition to numerous papers published in a range of academic journals, he has written over 30 books, including his internationally recognized textbook, Marketing Communications, now in its sixth edition. Other recent titles include Corporate Reputation, Advertising, and Essentials of Marketing. Sara Rosengren is Associate Professor of Marketing at Stockholm School of Economics, where she holds the position as Head of Research at the Center for Retailing. She is also a board member of the European Advertising Academy. Sara's research on creative marketing communications has been published in leading academic journals such as the Journal of Advertising, Journal of Advertising Research, and Journal of Brand Management. She is especially renowned for her work on advertising equity and in 2015 she was ranked as one of the top 5% of advertising researchers worldwide. Sara is passionate about bridging the gap between the marketing academy and practice. She is frequently invited to speak at academic institutions, industry seminars, and company get-togethers and regularly comments on marketing-related phenomena in Swedish media.
1: PRINCIPLES OF MARKETING ; 2: MARKETING MANAGEMENT AND STRATEGY ; 3: MANAGING MARKETING PROGRAMMES ; PART 4: PRINCIPLES OF CUSTOMER MANAGEMENT ; PART 5: THE SOCIAL IMPACTS OF MARKETING