Marketing [Print Replica] (Ebook PDF)

Marketing [Print Replica] (Ebook PDF) – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 019957961X
• ISBN-13 ‏ : ‎ 978-0199579617
• Author:  Paul Baines (Author), Chris Fill (Author), Kelly Page (Author)

Marketing, Second Edition, presents marketing examples and issues from exciting real-life situations. Packed full of case studies from international organizations including Innocent, Orange, HMV, and Oxfam, it enables students to see first hand what top marketers actually do and how they tackle the decisions they have to make.

The text also discusses the theory that supports those skills vital to marketing success across all areas of society, from dealing with skeptical consumers, selling products to the government, and deciding which pricing approach to adopt to the ethical implications of marketing to children and the best ways to use social networking sites in marketing efforts.

Employing a lively writing style, the authors encourage students to explore beyond classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Link

Table of contents:

PART ONE Marketing in the Twenty-First Century
1. Why Marketing Matters to You
2. Strategic Planning
3. The Global Environment
PART TWO Understanding Your Customer
4. Consumer Behavior
5. Marketing Research
6. Product Development
7. Segmentation, Targeting, and Positioning
PART THREE Reaching Your Customer 
8. Promotional Strategies
9. Personal Selling
10. Supply Chain and Logistics Management
11. Pricing
12. Retailing
13. Digital and Social Media Marketing
PART FOUR Responding to Your Customer 
14. Branding
15. Customer Relationship Management
16. Social Responsibility and Sustainability