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Full Description
Accessible, relevant, and realistic: the complete resource for students looking for a streamlined introduction to marketing theory and practice.
Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant yet concise guide to marketing, combining the essential theories with a global range of practitioner insights.
Covers the essential theories and latest trends to take students from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization.
An international range of chapter-opening case insights, enhanced by video interviews with marketing specialists from the featured companies, pose real-life marketing dilemmas and show students first-hand how marketing practitioners approach real-world problems.
End-of-chapter review and discussion questions consolidate learning and facilitate critical appraisal of the key concepts examined in the chapter.
Digital formats are enriched throughout by video interviews with marketing specialists, a variety of activities, multiple-choice questions, and flashcards;
Links to seminal papers throughout the chapters enable students to take their learning further and introduces them to classic and contemporary influential contributions.
New for this edition:
The book's structure has been fully revised, moving from a four-part to a three-part structure to better reflects how marketing is used in practice.
Extended coverage of sustainability.
Cutting edge coverage of digital and social media marketing, now embedded throughout the text rather than being separated out into one chapter to provides a more practice-oriented overview of marketing.
Four new Case Insights featuring a mix of established companies and successful start-ups including Jetpack Marketing (England), Homend (UK/Turkey), H&M Portfolio Brands (Sweden), and Gower Gin (Wales).
Digital formats and resources
The third edition is available for students and institutions to purchase in a variety of formats: the e-book and Business Trove offer a mobile experience and convenient access along with functionality tools, navigation features and links that offer extra learning support.
For more information about e-books, please visit www.oxfordtextbooks.co.uk/ebooks
Teaching resources for adopting lecturers include:
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
Contents
Part 1: Marketing and Society
1: Marketing principles
2: Marketing, Society, Sustainability and Ethics
3: Understanding customer behaviour
4: Customer insight
Part 2: Marketing Management
5: Marketing environment and strategy
6: Market segmentation and positioning
7: Managing the customer experience
8: Services Marketing
Part 3: Implementing the marketing mix
9: Proposition and branding decisions
10: Pricing and value creation
11: Marketing communications
12: Managing channels and distribution
