(eBook PDF) Marketing 5th Edition by Paul Baines – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0198809999
- ISBN-13 : 978-0198809999
- Author:
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.
Table of contents:
Part One: Core Principles, Context and Customers
1:Marketing principles and practice
2:The marketing environment
3:Consumer buying behaviour
4:Business to business marketing
5:Services and relationship marketing
Part Two: Marketing Strategy
6:Marketing strategy
7:Marketing research and analytics
8:Market segmentation and positioning
9:International marketing development
10:Branding decisions
Part Three: Marketing Tactics
11:Product: new proposition development and innovation
12:Place: channels, supply chains, and retailing
13:Price and customer value
14:Promotion I: principles of marketing communications
15:Promotion II: configuring the marketing communications mix
16:Digital and social media marketing
Part Four: Marketing and Society
17:Not-for-profit and social marketing
18:Marketing, society, sustainability and ethics
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