Marketing.

By:

Baines, Paul, 1973- [author.]

Contributor(s):

Material type: Text

TextPublisher: Oxford : Oxford University Press, [2022]Copyright date: ©2022Edition: Sixth edition / Paul Baines, Sara Rosengren, Paolo Antonetti.Description: xxxii, 750 pages : illustrations (chiefly colour) ; 27 cmISBN:

9780192893468

Subject(s):

LOC classification:

HF5415 .B26 2022

Contents:

Part One: Core Principles, Context and Customers — Marketing principles and practice — The marketing environment — Consumer buying behaviour — Business to business marketing — Services and relationship marketing — Part Two: Marketing Strategy — Marketing strategy — Marketing research and analytics — Market segmentation and positioning — International marketing development — Branding decisions — Part Three: Marketing Tactics — Product: new proposition development and innovation — Place: channels, supply chains, and retailing — Price and customer value — Promotion I: principles of marketing communications — Promotion II: configuring the marketing communications mix — Digital and social media marketing — Part Four: Marketing and Society — Not-for-profit and social marketing — Marketing, society, sustainability and ethics.

Summary: With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing provides the skills vital for successful engagement with marketing across all areas of society. Marketing theory is brought to life through a range of contemporary examples, market insights and practitioner insights, featuring leading industry names from across the globe, including BLACKPINK (Korea), Google (US), Mazda (Japan), and Klarna (Sweden). Students are invited into the professional world through dilemma-focused video interviews with practitioners, who discuss the marketing solutions they reached, and offer expert career advice. A new enhanced e-book with embedded online resources offers a more flexible and stimulating way to learn. Written by full professors from world-class institutions who offer research-informed teaching material to support educators and provide critical, high-quality learning material for students. A four-part structure and clear approach expertly guide students through the subject: core principles, marketing strategy, marketing tactics, and marketing and society. New to this edition: Now available as an enhanced e-book with embedded digital resources providing a more engaging and flexible learning experience. New videos of the authors discussing key concepts are available as part of the enhanced e-book, acting as a revision tool which further helps students to grasp more difficult theories. 50% of Practitioner Insights are new for this edition and feature companies from a range of countries and sectors, including Interflora Sweden (flowers), Croatia Osiguranje (insurance), Moa Jula Herbal Co. (toothpaste) and eDreams ODIGEO (travel). Research insights now pose critical thinking questions in relation to the research being explored, encouraging students to critically assess the research they read. New and updated market insights cover a broader range of international, digital, SME-focused, and sustainability-focused examples. Extended coverage of the latest phenomena in marketing, including artificial intelligence, digital transformation, co-creation, and marketing analytics.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona	SOON AVAILABLE (Browse shelf(Opens below))	1	Available

Includes bibliographical references and index.

Part One: Core Principles, Context and Customers —
Marketing principles and practice —
The marketing environment —
Consumer buying behaviour —
Business to business marketing —
Services and relationship marketing —
Part Two: Marketing Strategy —
Marketing strategy —
Marketing research and analytics —
Market segmentation and positioning —
International marketing development —
Branding decisions —
Part Three: Marketing Tactics —
Product: new proposition development and innovation —
Place: channels, supply chains, and retailing —
Price and customer value —
Promotion I: principles of marketing communications —
Promotion II: configuring the marketing communications mix —
Digital and social media marketing —
Part Four: Marketing and Society —
Not-for-profit and social marketing —
Marketing, society, sustainability and ethics.

With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing provides the skills vital for successful engagement with marketing across all areas of society.

Marketing theory is brought to life through a range of contemporary examples, market insights and practitioner insights, featuring leading industry names from across the globe, including BLACKPINK (Korea), Google (US), Mazda (Japan), and Klarna (Sweden).
Students are invited into the professional world through dilemma-focused video interviews with practitioners, who discuss the marketing solutions they reached, and offer expert career advice.
A new enhanced e-book with embedded online resources offers a more flexible and stimulating way to learn.
Written by full professors from world-class institutions who offer research-informed teaching material to support educators and provide critical, high-quality learning material for students.
A four-part structure and clear approach expertly guide students through the subject: core principles, marketing strategy, marketing tactics, and marketing and society.
New to this edition: Now available as an enhanced e-book with embedded digital resources providing a more engaging and flexible learning experience.
New videos of the authors discussing key concepts are available as part of the enhanced e-book, acting as a revision tool which further helps students to grasp more difficult theories.
50% of Practitioner Insights are new for this edition and feature companies from a range of countries and sectors, including Interflora Sweden (flowers), Croatia Osiguranje (insurance), Moa Jula Herbal Co. (toothpaste) and eDreams ODIGEO (travel).
Research insights now pose critical thinking questions in relation to the research being explored, encouraging students to critically assess the research they read.
New and updated market insights cover a broader range of international, digital, SME-focused, and sustainability-focused examples.
Extended coverage of the latest phenomena in marketing, including artificial intelligence, digital transformation, co-creation, and marketing analytics.