Fundamentals of Marketing

Description

Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to build their theoretical understanding of marketing into skilful practice.

• 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

About the Author(s)

Paul Baines, Professor of Political Marketing, Cranfield School of Management, Chris Fill, is Director of Fillassociates and former Principal Lecturer at the University of Portsmouth. Chris now works with a variety of private and not-for-profit organizations, including several publishers., Sara Rosengren, is Professor of Marketing at Stockholm School of Economics, where she is Head of Research at the Center for Retailing. She is also a board member of the European Advertising Academy (EAA)., and Paolo Antonetti, is Lecturer (Assistant Professor) in Marketing and Director of the MSc Marketing in the School of Business and Management at Queen Mary University of London.

Table of Contents

Part One: Understanding Customers
1:Marketing Principles and Society
2:Understanding Customer Behaviour
3:Marketing Research and Customer Insight
Part Two: Designing and Delivering the Market Strategy
4:Marketing Environment and Strategy
5:Market Segmentation and Positioning
Part Three: Implementing the Marketing Mix
6:Proposition and Branding Decisions
7:Pricing and Value Creation
8:Marketing Communications Principles
9:Managing Marketing Communications
10:Managing Channels and Distribution
Part Four: Managing Marketing Relationship
11:Digital and Social Media Marketing
12:Services Marketing and Customer Experience Management

Reviews

"The book is very well written with comprehensive topics and essential knowledge incorporated with critical thinking in marketing." - Jialin Hardwick, Lincoln Business School

"The inclusion of chapter summary, review questions, worksheet summary, discussion questions, and link to online resources at the end of each chapter is great. The more the better. I think this not only helps students prepare for assessments but also makes them feel less panicky because there are plenty of ways in which they can test their knowledge." - Dr Erik Jacobi, Essex Business School

Additional Resources

Lecturers and students are provided with truly innovative online resources which are carefully integrated with the textbook.

For everyone:
Practitioner insight videos
Library of video links
Worksheets

For students:
Author audio podcasts
Multiple choice questions
Flashcard glossaries
Employability guidance and marketing careers insights
Internet activities
Research insights
Web links

For lecturers:
VLE content
PowerPoint slides
Test bank
Essay questions
Tutorial activities
Marketing resource bank
Pointers on answering discussion questions
Figures and tables from the book
Transcripts to accompany the practitioner insight videos.