Marketing Paperback 5

New

Paul Baines

How does samsung use data to improve customers' omnichannel shopping experiences? How does ipsos mori develop cross-cultural market research insights to inform innovation at unilever? How do swedish retail giants collaborate rather than compete in the fight for more sustainable consumption? With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, marketing, fifth edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society. The fifth edition sees a broader range of examples and market insights within each chapter, with contributions from academics and specialists. Companies as diverse as dolce and gabbana, groupon, and kbc bank, and issues as topical as showrooming, microtargeting in us presidential elections, fast fashion, and 'femvertising' illustrate the theoretical frameworks, models, and concepts outlined in each chapter, giving a fully integrated overview of not just what marketing theory looks like in practice but how it can be used to promote a company's success. Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. The authors speak to marketing professionals from a range of companies, from ipsos mori to adnams, akestam holst to h&m, who talk through how they dealt with a marketing problem facing their company and what career advice they would offer to those starting out in the industry. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and encouraging them to engage critically with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further; with a suite of online resources designed to stimulate, assess, and consolidate learning, marketing is the complete package for any introductory marketing module. This book is accompanied by the following online resources. For everyone: case insight videos industry foresight videos library of video links for students: author audio podcasts multiple-choice questions flashcard glossary internet activities research insights web links for lecturers: vle content powerpoint slides test bank essay questions tutorial activities discussion question pointers figures and tables from the book case insight video transcripts

9780198809999

English

Oxford University Press Inc

18 May 2019

776

Paul Baines, Professor of Political Marketing, University of Leicester, Chris Fill, Director of Fillassociates And Former Principal Lecturer, University of Portsmouth, Sara Rosengren, Professor of Marketing And Head of The Center For Retailing, Stockholm School of Economics, Paolo Antonetti, Associate Professor of Marketing, Neoma Business School

Chris Fill

Sara Rosengren

5

Engaging Book Which Suits Modern Students Needs With Excellent Real-Life Examples, Activities And Links to Academic research. * Graham Harrison, University of Sussex * This is a Very Well-Balanced Text Providing Students With Extensive Theoretical And Practical Marketing Knowledge in a Contemporary And Easily Followed way. The Text is Well Pitched And Reflects The Changing And Evolving Nature of Marketing in a Format That Supports And Engages The learner. * Dr Laura Bradley, Ulster University * We Have Been Using Marketing by Baines et al Since The Second edition. The Text And The Cases Really Bring The Subject to Life, Providing Good, Global Examples That Students Can Relate to, Covering Not Just Organizations And Products, But Also The environment. An Extremely Valuable Textbook That I Fully recommend. * Robert Leonardi, Soedertoern University * It is a Book That Students Will Find Easy to Digest, And The Cases Are Interesting For in-Class discussion. The Case Study Questions Are Not Always Straightforward And Therefore Encourage Students to think. * Dr Fatima