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Marketing (2nd ed.)

Baines, Paul, Fill, Chris and Page, Kelly L. 2010. Marketing (2nd ed.). Oxford: Oxford University Press.

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Abstract

* Shows students first hand how real-life practitioners approach and solve marketing problems through video interviews with organizations including Innocent, Orange, HMV, Oxfam, and the Co-operative Bank. * Demonstrates how marketers around the world operate through integrated examples from organisations such as Volvo, Alibaba.com, Apple, Samsung, GAP, Finlandia Vodka, RAK Bank, and Elopak. * Presents students with the latest exciting advances in new technology and the social web, and shows them how to take advantage of these in a marketing context. * Accompanied by access to our wealth of online resources, which includes tips and information on skills, as well as a variety of internet activities and multiple choice questions for students, and test bank of multiple choice and assessment questions for lecturers. * Content has been carefully tailored to match the module coverage of an introductory marketing module, whilst the wealth of digital material and range of perspectives covered means that students can refer to the textbook throughout their course. New to this edition * Features a new chapter on not-for-profit marketing, and condensed coverage of marketing communications, all in keeping with market recommendations. * Includes a fantastic new feature presenting the skills marketing practitioners really look for in graduates, and what past students have found useful through both written quotes and online video tips. * Downloadable author podcasts summarising each chapter. * Additional online learning material, including worksheets, exercises, and further reading, is now all clearly signposted throughout the textbook. What is it that really excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Discovering how to use social networking sites to successfully market a product? Then take this opportunity to present students with marketing examples and issues from real life situations guaranteed to excite and stimulate. Packed full of case studies from international organizations such as Innocent, Orange, HMV, and Oxfam, students can hear first hand what top marketers actually do and how they tackle the decisions they have to make. Employing a lively writing style, the authors encourage students to explore beyond the classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further, if desired. Students will learn the theory that supports those skills vital to successfully engaging with marketing across all areas of society, from dealing with sceptical consumers, selling products to the government, and deciding which pricing approach to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to their advantage. Just as important as the textbook itself, are the additional electronic resources. Lecturers - Present your students with video interviews from top marketing practitioners from companies such as Innocent, Orange, HMV, Oxfam, and the Co-operative Bank, all linked to cases in the textbook. - Give your students the opportunity to hear from experts at other universities such as Professor Jagdish Sheth from Emory, Dr Stuart Roper from Manchester, and Professor Caroline Tynan from Nottingham University. - Take advantage of a suite of additional case studies written by leading academics such as Professor Stephen Brown from Ulster, and Dr Steve Oakes from Liverpool, as well as the test bank, tutorial activities and PowerPoint slides to help you save time planning and focus on teaching. Students - Learn on the go by downloading author podcasts and glossary terms to your iPod. - Try a different learning style and click on the internet activities to discover what you can uncover on the web - Check you are up to speed before your exams with multiple-choice questions which provide you with instant feedback Readership: Business students studying modules in Marketing, Introduction to Marketing and Marketing Principles. Also MBA students and MSc Business students.

Item Type: Book
Book Type: Authored Book
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Publisher: Oxford University Press
ISBN: 9780199579617
Related URLs:
Last Modified: 21 Oct 2016 02:39
URI: http://orca.cf.ac.uk/id/eprint/24307

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