Read more
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.
List of contents
- Part One: Core Principles, Context and Customers
- 1: Marketing principles and practice
- 2: The marketing environment
- 3: Consumer buying behaviour
- 4: Business to business marketing
- 5: Services and relationship marketing
- Part Two: Marketing Strategy
- 6: Marketing strategy
- 7: Marketing research and analytics
- 8: Market segmentation and positioning
- 9: International marketing development
- 10: Branding decisions
- Part Three: Marketing Tactics
- 11: Product: new proposition development and innovation
- 12: Place: channels, supply chains, and retailing
- 13: Price and customer value
- 14: Promotion I: principles of marketing communications
- 15: Promotion II: configuring the marketing communications mix
- 16: Digital and social media marketing
- Part Four: Marketing and Society
- 17: Not-for-profit and social marketing
- 18: Marketing, society, sustainability and ethics
About the author
Paul Baines is Professor of Political Marketing and Deputy Dean (Strategic Projects) at the University of Leicester School of Business, UK.
Sara Rosengren is Professor of Marketing and Head of the Center for Retailing at the Stockholm School of Economics, Sweden.
Paolo Antonetti is Professor of Marketing and Director of the Global Executive MBA at Neoma Business School, France.
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.
Additional text
This book provides a good overview of the core marketing concepts. It has many up-to-date examples and nice marketing insights and cases.
