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Published: 27 April 2017

408 Pages


ISBN: 9780198748571

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This text is published by OUP Higher Education Division

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Fundamentals of Marketing

Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti

  • Covers the essential theories and latest trends to take students from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization.
  • Chapter opening case insights, enhanced by online video interviews with marketing specialists from the companies featured, pose real-life marketing dilemmas and show students first-hand how marketing practitioners approach real-world problems.
  • Market insights provide a broad range of exciting international examples, including Nestlé, Kopparberg, and YouTube, and confront contemporary issues such as greenwashing, Fairtrade, and sustainability to illustrate the reality of marketing in today's business world.
  • Links to seminal papers throughout the chapters enable students to take their learning further, and introduces them to classic and contemporary influential contributions.
  • End-of-chapter review and discussion questions consolidate learning and facilitate critical appraisal of the key concepts examined in the chapter.
  • An extensive online support package includes tips and information on skills, a variety of internet activities and multiple-choice questions for students, and a test bank of multiple choice and assessment questions for lecturers.
  • Also available as an e-book with functionality, navigation features, and links that offer extra learning support

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