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Full Description
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 inpractice 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 videosLibrary of video links For students:Author audio podcastsMultiple-choice questionsFlashcard glossaryInternet activitiesResearch insightsWeb linksFor lecturers:VLE content PowerPoint slides Test bankEssay questions Tutorial activitiesDiscussion question pointersFigures and tables from the bookCase insight video transcripts
Contents
11: Marketing principles and practice2: Consumer buying behaviour3: Marketing research and customer insight2: Marketing management and strategy4: The marketing environment5: Marketing strategy6: Marketing segmentation and positioning7: International market development3: Managing marketing programmes8: New proposition development and innovation9: Price and customer value decisions10: Principles of marketing communications11: Configuring the marketing communications mix12: Digital and social media marketing13: Brand decisions4: Principles of customer management14: Channels, supply chains, and retailing15: Services and relationship marketing16: Business-to-business marketing5: The social impacts of marketing17: Not-for-profit and social marketing18: Marketing, society, sustainability, and ethics
