Fundamentals of Marketing

Do you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organization can incorporate social media into their communication campaigns? What can you learn from these practices, how do they incorporate sustainability and ethical practice, and how could it influence your career, whether in marketing or not?Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to help build their theoretical understanding of marketing into skilful practice.Covering the most essential theories and latest trends, this book take you from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. With cases featuring international companies such as YouTube, Kopparberg, and Nestlé, and exploring issues such as greenwashing, guilt appeals, and responsible branding, the book goes beyond marketing theory to illustrate marketing at work in the business world, andhow it can be used to promote a company's success.Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further and read in depth on selected topics.A fully integrated Online Resource Centre allows you to learn from real-life marketers whose video interviews expand on the book's Case Insights to offer a more in-depth view of their world. From Withers Worldwide to Aston Martin, Lanson International to Spotify, household names as well as SMEs and online businesses discuss their real-life marketing dilemmas and how they navigated their way to a positive outcome. Test bank questions, internet activities, and web links also allow you to testyour learning and explore key concepts further.Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.The book is accompanied by an Online Resource Centre that features:For everyone:Case Insight videosLibrary of video linksWorksheetsFor students:Author audio podcastsMultiple-choice questionsFlashcard glossariesEmployability guidance and marketing careers insightsInternet activitiesResearch insightsWeb linksFor lecturers:VLE contentPowerPoint slidesTest bankEssay questionsTutorial activitiesMarketing resource bankPointers on answering the discussion question at the end of each chapter of the bookFigures and tables from the book in electronic formatTranscripts of the Case Insight videos

About the author

Paul Baines is Reader in Marketing and Director, MSc Strategic Marketing at Cranfield School of Management, Cranfield University. He is an international authority in the field of political marketing and Managing Editor, Europe, for the Journal of Political Marketing. He has published widely in journals and books on marketing topics including on public relations, public opinion, market segmentation and positioning, marketing research and strategic marketing. Paul runs his own strategic marketing and research consultancy, Baines Associates, which has undertaken work for a number of large and medium sized organisations including government departments, national charities and private sector organisations. In this spare time, he likes to swim, travel and devour current affairs magazines.

Summary

Do you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organization can incorporate social media into their communication campaigns? What can you learn from these practices, how do they incorporate sustainability and ethical practice, and how could it influence your career, whether in marketing or not?

Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to help build their theoretical understanding of marketing into skilful practice.

Covering the most essential theories and latest trends, this book take you from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. With cases featuring international companies such as YouTube, Kopparberg, and Nestlé, and exploring issues such as greenwashing, guilt appeals, and responsible branding, the book goes beyond marketing theory to illustrate marketing at work in the business world, and
how it can be used to promote a company's success.

Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further and read in depth on selected topics.

A fully integrated Online Resource Centre allows you to learn from real-life marketers whose video interviews expand on the book's Case Insights to offer a more in-depth view of their world. From Withers Worldwide to Aston Martin, Lanson International to Spotify, household names as well as SMEs and online businesses discuss their real-life marketing dilemmas and how they navigated their way to a positive outcome. Test bank questions, internet activities, and web links also allow you to test
your learning and explore key concepts further.

Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.

The book is accompanied by an Online Resource Centre that features:

For everyone:
Case Insight videos
Library of video links
Worksheets

For students:
Author audio podcasts
Multiple-choice questions
Flashcard glossaries
Employability guidance and marketing careers insights
Internet activities
Research insights
Web links

For lecturers:
VLE content
PowerPoint slides
Test bank
Essay questions
Tutorial activities
Marketing resource bank
Pointers on answering the discussion question at the end of each chapter of the book
Figures and tables from the book in electronic format
Transcripts of the Case Insight videos

Additional text

The inclusion of chapter summary, review questions, worksheet summary, discussion questions, and link to online resources at the end of each chapter is great. The more the better. I think this not only helps students prepare for assessments but also makes them feel less panicky because there are plenty of ways in which they can test their knowledge.

Report

The book is very well written with comprehensive topics and essential knowledge incorporated with critical thinking in marketing. Jialin Hardwick, Lincoln Business School

Product details

• Authors: Paolo Antonetti, Paul Baines, Paul (Professor of Political Marketing Baines, Chris Fill, Sara Rosengren
• Publisher: Oxford University Press
• Languages: English
• Product format: Paperback / Softback
• Released: 01.05.2017
• EAN: 9780198748571
• ISBN: 978-0-19-874857-1
• No. of pages: 408
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Vermarktung, Absatz / Marketing, Englische Bücher / Wirtschaft, Business