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Marketing / Paul Baines, Sara Rosengren, Paolo Antonetti.

By: Contributor(s): Publisher: Oxford, United Kingdom ; New York, NY : Oxford University Press, [2022]Copyright date: ©2022Edition: Sixth editionDescription: xxxii, 750 pages : illustrations (chiefly colour) ; 27 cmContent type:
  • text
  • still image
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780192893468
Subject(s): DDC classification:
  • 658.8 B16 23 2022
LOC classification:
  • HF5415 .B26 2022
Contents:
Part One: Core Principles, Context and Customers1: Marketing principles and practice2: The marketing environment3: Consumer buying behaviour4: Business to business marketing5: Services and relationship marketing Part Two: Marketing Strategy6: Marketing strategy7: Marketing research and analytics8: Market segmentation and positioning9: International marketing development10: Branding decisions Part Three: Marketing Tactics11: Product: new proposition development and innovation12: Place: channels, supply chains, and retailing13: Price and customer value14: Promotion I: principles of marketing communications15: Promotion II: configuring the marketing communications mix16: Digital and social media marketing Part Four: Marketing and Society17: Not-for-profit and social marketing18: Marketing, society, sustainability and ethics
Summary: With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing provides the skills vital for successful engagement with marketing across all areas of society.
Holdings
Item type Current library Collection Call number Status Barcode
Books Books College Library General Circulation Section GC GC 658.8 B16 2022 (Browse shelf(Opens below)) Available HNU004001

Includes bibliographical references and index.

Part One: Core Principles, Context and Customers1: Marketing principles and practice2: The marketing environment3: Consumer buying behaviour4: Business to business marketing5: Services and relationship marketing Part Two: Marketing Strategy6: Marketing strategy7: Marketing research and analytics8: Market segmentation and positioning9: International marketing development10: Branding decisions Part Three: Marketing Tactics11: Product: new proposition development and innovation12: Place: channels, supply chains, and retailing13: Price and customer value14: Promotion I: principles of marketing communications15: Promotion II: configuring the marketing communications mix16: Digital and social media marketing Part Four: Marketing and Society17: Not-for-profit and social marketing18: Marketing, society, sustainability and ethics

With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing provides the skills vital for successful engagement with marketing across all areas of society.

College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management

Text in English

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