000			03364pam a2200301 i 4500
001			9947744
003			CaAEU
005			20240702171823.0
008			220117t20222022enka b 001 0 eng d
020			_a9780192893468
040			_aUKMGB _beng _erda _cTBS _dOCLCO _dOCLCF _dOCLCO _dCDX
041			_aeng
050		4	_aHF5415 _b.B26 2022
100			_aBaines, Paul _d1973- _eauthor _912484
245	1	0	_aMarketing _c/ Paul Baines, Sara Rosengren, Paolo Antonetti.
250			_aSixth edition.
260			_aOxford : _bOxford University Press, _c2022.
300			_axxxii, 750 pages : _billustrations (chiefly color) ; _c27 cm.
500			_aPrevious edition written by Paul Baines, Chris Fill, Sara Rosengren, Paolo Antonetti. 2019.
504			_aIncludes bibliographical references and index.
505			_apt. 1. Core principles, context and customers — Marketing principles and practice — The marketing environment — Consumer buying behaviour — Business to business marketing — Services and relationship marketing — pt. 2. Marketing strategy — Marketing strategy — Marketing research and analytics — Market segmentation and positioning — International marketing development — Branding decisions — pt. 3. 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 — pt. 4. Marketing and society — Not-for-profit and social marketing — Marketing, society, sustainability and ethics.
520			_aHow does Google support organizations in their transformation to digital marketing? How does the International Food Waste Coalition influence more sustainable behaviour? How did a producer of Thai herbal toothpaste amend their marketing mix to maintain sales during COVID-19? With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing answers these questions and more to provide students with the skills they need to successfully engage with marketing across all areas of society. Founded on rigorous research, this critical text presents a current, complete guide to marketing success and explores topical issues such as sustainability and digital transformation. Its broadest ever range of examples, Practitioner Insights and Market Insights also give readers a unique view into the fascinating worlds of marketing professionals. Individuals from Arch Creative, Klarna, eDreams Odigeo and Watson Farley & Williams are just a few of the practitioners that join the authors to offer real-life insights and career advice to those starting out in the industry. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail, and encouraging them to engage critically with the theory. New critical thinking questions also accompany the links to seminal papers throughout each chapter, presenting the opportunity for students to take their learning further.
650		0	_aMarketing _91020
650		0	_aMarketing _xManagement _99256
700			_aAntonetti, Paolo _eauthor _912483
700			_aRosengren, Sara _eauthor _912485
942			_2lcc
999			_c4036 _d4036