Marketing by Paul Baines, Paperback, 9780198809999 | Buy online at The Nile
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The theories. The relevance. The reality. The complete package.

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Summary

The theories. The relevance. The reality. The complete package.

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Description

How does Samsung use data to improve customers' omnichannel shopping experiences?How does Ipsos MORI develop cross-cultural market research insights to inform innovation at Unilever?How do Swedish retail giants collaborate rather than compete in the fight for more sustainable consumption? With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing, fifth edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society.The fifth edition sees a broader range of examples and Market Insights within each chapter, with contributions from academics and specialists. Companies as diverse as Dolce and Gabbana, Groupon, and KBC Bank, and issues as topical as showrooming, microtargeting in US presidential elections, fast fashion, and 'femvertising' illustrate the theoretical frameworks, models, and concepts outlined in each chapter, giving a fully integrated overview of not just what marketing theory looks like in practice but how it can be used to promote a company's success.Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. The authors speak to marketing professionals from a range of companies, from Ipsos MORI to Adnams, Akestam Holst to H&M, who talk through how they dealt with a marketing problem facing their company and what career advice they would offer 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. Links to seminal papers throughout each chapter also present the opportunity to take learning further; with a suite of online resources designed to stimulate, assess, and consolidate learning, Marketing is the complete package for any introductory marketing module.This book is accompanied by the following online resources.For everyone:Case insight videos Industry foresight videosLibrary of video links For students:Author audio podcastsMultiple-choice questionsFlashcard glossaryInternet activitiesResearch insightsWeb linksFor lecturers:VLE content PowerPoint slides Test bankEssay questions Tutorial activitiesDiscussion question pointersFigures and tables from the bookCase insight video transcripts

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Critic Reviews

“Just the right balance between rigour and accessibility, good case studies, and support for students mean this is still the best book for introductory marketing.”

Engaging book which suits modern students needs with excellent real-life examples, activities and links to academic research. Graham Harrison, University of Sussex This is a very well-balanced text providing students with extensive theoretical and practical marketing knowledge in a contemporary and easily followed way. The text is well pitched and reflects the changing and evolving nature of marketing in a format that supports and engages the learner. Dr Laura Bradley, Ulster University We have been using Marketing by Baines et al since the second edition. The text and the cases really bring the subject to life, providing good, global examples that students can relate to, covering not just organizations and products, but also the environment. An extremely valuable textbook that I fully recommend. Robert Leonardi, Soedertoern University It is a book that students will find easy to digest, and the cases are interesting for in-class discussion. The case study questions are not always straightforward and therefore encourage students to think. Dr Fatima Wang, King's College London Logically written and future-facing; will help to equip students with the knowledge to prepare them for a job in marketing. Jenny Bratherton, Regent's University London An excellent read for students new to the subject. Dr Winifred Onyas, University of Leicester A very good balance of theory and practices with a pleasing diversity of examples. Dr Kevan Williams, University of East Anglia Dr Declan Scully, University of Roehampton

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About the Author

Paul Baines, Professor of Political Marketing, University of Leicester, Chris Fill, Director of Fillassociates and former Principal Lecturer, University of Portsmouth, Sara Rosengren, Professor of Marketing and Head of the Center for Retailing, Stockholm School of Economics, Paolo Antonetti, Associate Professor of Marketing, Neoma Business School

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More on this Book

How does Samsung use data to improve customers' omnichannel shopping experiences?How does Ipsos MORI develop cross-cultural market research insights to inform innovation at Unilever?How do Swedish retail giants collaborate rather than compete in the fight for more sustainable consumption? With insights from leading practitioners and exploration of the latest issues to affect consumers and businessesalike, Marketing, fifth edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society.The fifth editionsees a broader range of examples and Market Insights within each chapter, with contributions from academics and specialists. Companies as diverse as Dolce and Gabbana, Groupon, and KBC Bank, and issues as topical as showrooming, microtargeting in US presidential elections, fast fashion, and 'femvertising' illustrate the theoretical frameworks, models, and concepts outlined in each chapter, giving a fully integrated overview of not just what marketing theory looks like in practice but how it canbe used to promote a company's success.Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. Theauthors speak to marketing professionals from a range of companies, from Ipsos MORI to Adnams,

Read more

Product Details

Publisher
Oxford University Press
Published
18th March 2019
Edition
5th
Pages
776
ISBN
9780198809999

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