Marketing (häftad)
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Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
776
Utgivningsdatum
2019-03-18
Upplaga
5
Förlag
OUP Oxford
Medarbetare
Fill, Chris / Rosengren, Sara / Antonetti, Paolo
Dimensioner
260 x 190 x 19 mm
Vikt
1433 g
Antal komponenter
1
ISBN
9780198809999
Marketing (häftad)

Marketing

Häftad Engelska, 2019-03-18
599
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The theories. The relevance. The reality. The complete package.
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Recensioner i media

Dr Declan Scully, University of Roehampton Just the right balance between rigour and accessibility, good case studies, and support for students mean this is still the best book for introductory marketing.


Dr Kevan Williams, University of East Anglia A very good balance of theory and practices with a pleasing diversity of examples.


Dr Winifred Onyas, University of Leicester An excellent read for students new to the subject.


Jenny Bratherton, Regent's University London Logically written and future-facing; will help to equip students with the knowledge to prepare them for a job in marketing.


Dr Fatima Wang, King's College London It is a book that students will find easy to digest, and the cases are interesting for in-class discussion. The case study questions are not always straightforward and therefore encourage students to think.


Robert Leonardi, Sdertrn University We have been using Marketing by Baines et al since the second edition. The text and the cases really bring the subject to life, providing good, global examples that students can relate to, covering not just organizations and products, but also the environment. An extremely valuable textbook that I fully recommend.


Dr Laura Bradley, Ulster University This is a very well-balanced text providing students with extensive theoretical and practical marketing knowledge in a contemporary and easily followed way. The text is well pitched and reflects the changing and evolving nature of marketing in a format that supports and engages the learner.


Graham Harrison, University of Sussex Engaging book which suits modern students needs with excellent real-life examples, activities and links to academic research.


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Övrig information

Paul Baines, Professor of Political Marketing, University of Leicester, Chris Fill, Director of Fillassociates and former Principal Lecturer, University of Portsmouth, Sara Rosengren, Professor of Marketing and Head of the Center for Retailing, Stockholm School of Economics, Paolo Antonetti, Associate Professor of Marketing, Neoma Business School

Innehållsförteckning

1: Principles of marketing 1: Marketing principles and practice 2: Consumer buying behaviour 3: Marketing research and customer insight 2: Marketing management and strategy 4: The marketing environment 5: Marketing strategy 6: Marketing segmentation and positioning 7: International market development 3: Managing marketing programmes 8: New proposition development and innovation 9: Price and customer value decisions 10: Principles of marketing communications 11: Configuring the marketing communications mix 12: Digital and social media marketing 13: Brand decisions 4: Principles of customer management 14: Channels, supply chains, and retailing 15: Services and relationship marketing 16: Business-to-business marketing 5: The social impacts of marketing 17: Not-for-profit and social marketing 18: Marketing, society, sustainability, and ethics