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Published: 08 February 2013

450 Pages | 79 photos and 68 figures

9.7 x 7.4 inches

ISBN: 9780199646500

Also Available As:


Bookseller Code (06)

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Essentials of Marketing

Paul Baines, Chris Fill, and Kelly Page

  • Shows students first-hand how real life practitioners approach and solve marketing problems through video interviews with organizations including Innocent, HMV, 3M and Systembolaget.
  • Each opening case poses a real marketing dilemma that students are encouraged to consider and is then explored in full via a DVD interview featuring the practitioner discussing how they chose to tackle it
  • Tailored specifically for shorter modules and courses, this textbook covers the essential, core content whilst also providing access to a wealth of digital resources to enhance understanding
  • Packed full of bang up-to-date examples featuring organizations including WOMAD, Groupon, Foursquare, Ikea, and HTC
  • Coverage of the latest developments in digital marketing and social media is integrated throughout the chapters, reflecting the integral role digital marketing now plays
  • Regular links to seminal papers help students to take their learning further and introduce them to classic and contemporary influential contributions
  • Accompanied by access to a wealth of online resources, which includes tips and advice on employability from top recruitment agencies, as well as a variety of internet activities and multiple choice questions for students, and a test bank of multiple choice and assessment questions for lecturers

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