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Marketing by Paul Baines, Chris Fill (Paperback, 2014)
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Parametry przedmiotu
- Stan
- ISBN
- 9780199659531
- Publication Year
- 2014
- Type
- Textbook
- Format
- Paperback
- Language
- English
- Subject Area
- Business, Accounting & Vocational: Textbooks & Study Guides
- Publication Name
- Marketing
- Publisher
- Oxford University Press
- Subject
- Business, Economy & Industry, Marketing, Business
- Item Weight
- 1598 g
- Number of Pages
- 756 Pages
O tym produkcie
Product Information
This third edition of Marketing maintains the fresh and practice- focused approach for which it has become so popular, and continues to provide students with a truly unique insight into the fascinating world of a marketing practitioner through informative and engaging bespoke video interviews with those in the industry. How did a youth engagement agency Livity use young people's affiliation for music to raise awareness of Childline? What social media campaign did Virgin Media decide upon to promote superfast broadband? How did BBH go about shifting reader perceptions of the Guardian newspaper? Which message did Budweiser Budvar decide to develop in order to build strong emotional links with its customers? Fully integrated with the topics covered in the textbook, each practitioner interview demonstrates how marketing problems are approached and solved in the real world. Hear from an international mix of companies including Virgin Media, Orange, Bartle Bogle Hegarty, Brompton Bicycle, Oxfam, BrainJuicer, Budweiser Budvar in the Czech Republic, Systembolaget in Sweden, and RAK Bank in the UAE. Theory is firmly set in context for students through extensive use of integrated examples and mini cases within each chapter featuring companies such as twitter, itunes, and Red Bull, and covering marketing in a global context discussing Unilever operating in China, Nestle marketing in Malaysia, and a company selling halal meat in North London. Review and discussion questions conclude each chapter bringing together the themes discussed and encouraging students to engage with the material. Links to seminal papers throughout each chapter also present the opportunity to take this learning further, if desired. Employing their trademark lively writing style, the authors continue to encourage students to explore beyond the classical marketing perspectives, provoking them into thinking critically about how they would approach marketing issues. 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. New to this edition Features a new chapter dedicated to branding, and streamlined coverage of relationship and services marketing, all in keeping with market recommendations. Brought fully up to date with the developments in the industry. The chapter on digital marketing has been refocused to cover social media, coverage of innovation has been included in the chapter on managing products, and material on consumer insight has been incorporated into the marketing research chapter. New bespoke video cases have been filmed with companies including Virgin Media, Bartle Bogle Hegarty, Brompton Bicycle, BrainJuicer, Budweiser Budvar, Livity, and MESH Planning.
Product Identifiers
Publisher
Oxford University Press
ISBN-10
0199659532
ISBN-13
9780199659531
eBay Product ID (ePID)
179575300
Product Key Features
Number of Pages
756 Pages
Language
English
Publication Name
Marketing
Publication Year
2014
Subject
Business, Economy & Industry, Marketing, Business
Type
Textbook
Subject Area
Business, Accounting & Vocational: Textbooks & Study Guides
Format
Paperback
Dimensions
Item Weight
1598 g
Height
264mm
Width
196mm
Weight
1580g
Additional Product Features
Country/Region of Manufacture
United Kingdom
Spine
30mm
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