000			02876nam a2200241Ia 4500
003			OSt
005			20221122104334.0
008			221122b |||||||| |||| 00| 0 eng d
020			_a9780198079446 (pbk.)
040			_c,
082			_a658.8 BAI
100			_aBaines, Paul Et.al.
245			_aMarketing / _cPaul Baines
260			_c2015 _aNew Delhi _bOxford University Press
300			_axxix,697 p. _b27 cm ; Pbk
500			_aGratis Received from the Publisher
505			_aPART 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
520			_aMarketing 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.
650			_aMarketing
700			_aChris Fill
700			_aKelly Page
942			_cBK _2ddc
999			_c95290 _d95290