Marketing / Paul Baines

Gratis Received from the Publisher

PART 1: MARKETING FUNDAMENTALS; 1. Marketing in Society; 2. The Marketing Environment and Competitor Analysis; 3. Marketing Psychology and Consumer Buyer Behaviour; 4. Market Research and Marketing Information Systems; PART 2: PRINCIPLES OF MARKETING MANAGEMENT; 5. Marketing Strategy; 6. Market Segmentation and Positioning; 7. Market Development and International Marketing; 8. Marketing Implementation and Control; PART 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; PART 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; PART 5: CONTEMPORARY MARKETING PRACTICE; 18. New Technology and Marketing; 19. Post-modern Marketing; 20. Marketing Ethics and Corporate Social Responsibility

Marketing is an exciting new textbook packed with learning features, combining authority with a lively and engaging writing style and a diverse range of resources, available online. Learn from real-life situations and read about great campaigns from organizations such as adani wilmar, oxfam, orange and the leela palaces. Experience first hand what top marketers actually do and the challenges they face in today's business environment. Discover the latest exciting advances in new technology and the social web and learn how to take advantage of these in a marketing context. Designed for postgraduate students pursuing courses in business management, this textbook will be equally useful to marketing practitioners, particularly because of the real-life case insights presented by marketing professionals. Recognizing the need to go further than the traditional 4ps approach, the text reflects on newer perspectives, covering topics such as relational, not-for-profit, digital and post-modern marketing. It provides powerful learning insights into marketing theory and practice, through a series of 'insight' features: case insights, market insights and research insights.