Marketing [printed text] / Paul Baines, Author ; Chris Fill, Author ; Kelly Page, Author  . -  2nd Edition . - Oxford : Oxford University Press, 2011 . - xxxiii, 756 p. : ill. (col) ; 27 cm.
ISBN : 978-0-19-957961-7
What is it that really excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Discovering how to use social networking sites to successfully market a product? Then take this opportunity to present students with marketing examples and issues from real life situations guaranteed to excite and stimulate. Packed full of case studies from international organizations such as Innocent, Orange, HMV, and Oxfam, students can hear first hand what top marketers actually do and how they tackle the decisions they have to make. Employing a lively writing style, the authors encourage students to explore beyond the classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further, if desired. Students will learn the theory that supports those skills vital to successfully engaging with marketing across all areas of society, from dealing with sceptical consumers, selling products to the government, and deciding which pricing approach to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to their advantage.

Class number:	658.8
Abstract:	Building on the tremendous success of the first edition a range of fantastic new features have been added including: Tips and advice from marketing professionals on what they look for in a graduate. Downloadable author podcasts to help you learn on the go. A brand new chapter dedicated to not-for-profit and social marketing. Discover the latest exciting advances in new technology and the social web, and learn how to take advantage of these in a marketing context.
Contents note:	Detailed contents; Case insights; Author profiles; Acknowledgements; Preface; How to Use This Book; The online Resource Centre Part 1: Marketing fundamentals 1. Marketing principles and society; 2. The marketing environment; 3. Consumer buying behaviour; 4. Marketing research Part 2: Principles of marketing management 5. Marketing strategy; 6. Market segmentation and positioning; 7. International market development Part 3: The marketing mix principle 8. Developing products and brands; 9. Price decisions; 10. An introduction to marketing communications; 11. Marketing communications - tools, media and planning; 12. Retailing and channel management Part 4: Principles of relational marketing 13. Services marketing; 14. Business-to-business marketing; 15. Relationship marketing; 16. Not-for-profit marketing Part 5: Contemporary marketing practice 17. Digital marketing; 18. Postmodern marketing; 19. Marketing, sustainability, and ethics. Glossary; Index. Case Insights: Systembolaget, Michelin Tyres, BRAND sense agency, i to i research, Innocent drinks, Stagecoach, Orange, 3M, P&O Ferries, London Eye, ZSL Londn Zoo, HMV, Molly Maid, Reed Smith, RAKBANK, Oxfam, Rage Against the X-Factor, Livity, The Co-operative Bank.