Marketing 1st edition by Paul Baines, Chris Fill, Sara Rosengren, Paolo Antonetti 0192555533 9780192555533

Marketing 1st edition by Paul Baines, Chris Fill, Sara Rosengren, Paolo Antonetti – Ebook PDF Instant Download/DeliveryISBN:  0192555533, 9780192555533 

Full download Marketing 1st edition after payment.

Product details:

ISBN-10 :  0192555533 

ISBN-13 :  9780192555533

Author: Paul Baines, Chris Fill, Sara Rosengren, Paolo Antonetti 

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, Åkestam 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 videos Library of video links For students: Author audio podcasts Multiple-choice questions Flashcard glossary Internet activities Research insights Web links For lecturers: VLE content PowerPoint slides Test bank Essay questions Tutorial activities Discussion question pointers Figures and tables from the book Case insight video transcripts

Marketing 1st Table of contents:

Part 1: Principles of Marketing
Chapter 1 Marketing Principles and Practice
Introduction
What Is Marketing?
Marketing’s Principal Principles
The Extended Marketing Mix
Marketing in Context
Marketing’s Impact on Society
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 2 Consumer Buying Behaviour
Introduction
Consumer Behaviour: Rational or Emotional?
Proposition Acquisition
Perceptions, Learning, and Memory
Personality
Motivation
The Importance of Social Contexts
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 3 Marketing Research and Customer Insight
Introduction
Definitions of Marketing Research and Customer Insight
The Customer Insight Process
Commissioning Market Research
The Marketing Research Process
Market and Advertisement Testing
Big Data and Marketing Analytics
Marketing Research and Ethics
International Marketing Research
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Part 2: Marketing Management and Strategy
Chapter 4 The Marketing Environment
Introduction
Understanding the External Environment
Understanding the Performance Environment
Understanding the Internal Environment
Marketing Audit
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 5 Marketing Strategy
Introduction
Strategic Marketing Planning: Activities
Implementation
Managing and Controlling Marketing Programmes
Marketing Planning
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 6 Market Segmentation and Positioning
Introduction
The STP Process
The Concept of Market Segmentation
The Process of Market Segmentation
Market Segmentation in Consumer Markets
Segmentation in Business Markets
Target Markets
Segmentation Limitations
Positioning
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 7 International Market Development
Introduction
The Drivers of International Market Development
International Marketing Environment
International Market Selection
Market Entry Selection Criteria
International Market Development
International Market Development as a Growth Strategy
Types of International Organization
International Competitive Strategy
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Part 3: Managing Marketing Programmes
Chapter 8 New Proposition Development and Innovation
Introduction
The Three Levels of a Proposition
Classifying Physical Propositions
Product Range, Line, and Mix
Product Life Cycles
Developing New Propositions
Service Development
The Process of Adoption
Diffusion Theory
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 9 Price and Customer Value Decisions
Introduction
The Price Elasticity of Demand
The Concept of Pricing and Cost
The Relationship between Pricing and Proposition Costs
Pricing Management
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 10 Principles of Marketing Communications
Introduction
Defining Marketing Communications
The Scope of Marketing Communications
How Marketing Communications Works
The Role of Marketing Communications in Marketing
Cultural Aspects of Marketing Communications
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 11 Configuring the Marketing Communications Mix
Introduction
The Role of the Marketing Communications Mix
Selecting the Right Tools
Marketing Communications Messages
The Media
Other Promotional Methods and Approaches
The Changing Marketing Communications Landscape
Integrated Marketing Communications
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 12 Digital and Social Media Marketing
Introduction
Digital Marketing
Social Media Marketing
How Digitalization Is Transforming Marketing
Digital Marketing Communications
Crowdsourcing
Legal and Ethical Considerations
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 13 Branding Decisions
Introduction
What Is a Brand?
How Brands Work: Associations and Personalities
Brand Names
Types of Brand
Branding Strategies
How to Build Brands
Branding Perspectives
Brand Co-creation
Brand Preference or Relevance
Sector Branding
Brand Equity
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Part 4: Principles of Customer Management
Chapter 14 Channels, Supply Chains, and Retailing
Introduction
Channel Management
Types of Intermediary
Managing Marketing Channels
Channel Intensity
Managing Relationships in the Channel
Grey Marketing
Supply Chain Management
Retailing
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 15 Services and Relationship Marketing
Introduction
The Unique Characteristics of Services
Service Processes
Key Dimensions of Services Marketing
Measuring Service Quality and Performance
The Principles of Relationship Marketing
The Customer Relationship Life Cycle
Loyalty, Retention, and Customer Satisfaction
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 16 Business-to-Business Marketing
Introduction
What Is Business-to-Business Marketing?
The Characteristics of Business Markets
Types of Organizational Customer
Type of Business Goods and Service
Organizational Buying Behaviour
Decision-Making Units
Professional Services Marketing
Corporate Social Responsibility
Key Account Management (KAM)
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Part 5: The Social Impacts of Marketing
Chapter 17 Not-for-Profit and Social Marketing
Introduction
The Key Characteristics of Not-for-Profit Organizations
Types of Not-for-Profit Organization
Chapter Summary
Review Questions
Discussion Questions
Glossary
References
Chapter 18 Marketing, Society, Sustainability, and Ethics
Introduction
Unsustainable Marketing: The Critical ‘Turn’
Sustainable Marketing
Corporate Social Responsibility and Stakeholder Marketing
Ethics and Marketing
The Ethical Decision-Making Process
Distribution Management and Ethics
Promotion and Ethics
Products and Ethics
Pricing and Ethics
Universalism or Cultural Relativism in Marketing Ethics
Bribery
Chapter Summary
Review Questions
Discussion Questions

People also search for Marketing 1st:

marketing baines paul
    
marketing baines fill rosengren antonetti
    
marketing baines rosengren antonetti
    
marketing paul baines pdf download free
    
marketing av baines rosengren och antonetti

Tags: Marketing, Paul Baines, Chris Fill, Sara Rosengren, Paolo Antonetti