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Fundamentals of Marketing (Paperback, 2nd Revised edition)
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Fundamentals of Marketing (Paperback, 2nd Revised edition)
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How did the start-up dating app, CLikD, quickly rise to become an
award-winning competitor to Tinder and Bumble? How should
organizations incorporate social media into their communication
campaigns? What can you learn from these practices and how could it
help you in your future career? Combining the most essential
theories and offering a global range of cases and practitioner
insights, Fundamentals of Marketing is the most relevant, concise
guide to marketing. Based on the bestselling Marketing by Baines,
Fill, Rosengren and Antonetti, this text will take you on a journey
from the traditional marketing mix to the cutting-edge trends of
the discipline such as sustainability, ethics, and digitalization.
Along the way, cases and market insights featuring international
companies and organisations such as Tesla, Brompton Bicycles, and
Cambridge Analytica will take you beyond the theory to understand
marketing at work in the business world, making sure you are
equipped with the knowledge you need to promote a company's success
in the future. In addition to the case studies within the book, a
fully integrated companion website allows you to learn from
real-life marketers whose video interviews offer a more in-depth
view of their world. From Ammon Zeus to Aircall, The Guardian to
Spotify, Fundamentals of Marketing highlights up and coming
start-up businesses as well as household names, discussing the
real-life marketing dilemmas they have faced and discovering how
they navigated their way to a positive outcome. Review and
discussion questions conclude each chapter, acting as a checkpoint
to examine the themes discussed in more detail and critically
engage with the theory. Links to seminal papers throughout each
chapter also present the opportunity for you to take your learning
further and read selected topics in more depth. Fundamentals of
Marketing has all you need to begin your journey into the
fascinating world of marketing. Digital formats and resources The
second edition is available for students and institutions to
purchase in a variety of formats, and is supported by online
resources. - The e-book offers a mobile experience and convenient
access along with self-assessment activities, hyperlinked further
reading, and links that offer extra learning support:
www.oxfordtextbooks.co.uk/ebooks - The book is accompanied by the
following online resources: For everyone: Case insight videos
Library of video links Worksheets For students: Employability
guidance and marketing careers insights Author audio podcasts
Multiple choice questions Flashcard glossaries Internet activities
Research insights Web links For lecturers: VLE content PowerPoint
slides Test bank Essay questions Tutorial activities Marketing
resource bank Pointers on answering the discussion question at the
end of each chapter of the book Figures and tables from the book in
electronic format Transcripts of the case insight videos
General
Imprint: |
Oxford UniversityPress
|
Country of origin: |
United Kingdom |
Release date: |
2021 |
Authors: |
Paul Baines
(Professor of Political Marketing and Associate Dean (Business & Civic Engagement))
• Sophie Whitehouse
(Teaching Fellow in Marketing)
• Sara Rosengren
(Professor of Marketing and Retailing; and Head of the Center for Retailing)
• Paolo Antonetti
(Associate Professor of Marketing and Director of the Global Executive MBA)
|
Dimensions: |
246 x 190 x 20mm (L x W x T) |
Format: |
Paperback
|
Pages: |
408 |
Edition: |
2nd Revised edition |
ISBN-13: |
978-0-19-882925-6 |
Categories: |
Books >
Business & Economics >
Business & management >
Sales & marketing >
General
|
LSN: |
0-19-882925-6 |
Barcode: |
9780198829256 |
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