Paolo Antonetti, Paul Baines, Sara Rosengren, Sophie Whitehouse

Fundamentals of Marketing

• Broschiertes Buch

Produktbeschreibung

Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.

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Produktdetails

• Verlag: Oxford University Press
• Seitenzahl: 408
• Erscheinungstermin: 20. Januar 2021
• Englisch
• Abmessung: 246mm x 193mm x 20mm
• Gewicht: 795g
• ISBN-13: 9780198829256
• ISBN-10: 0198829256
• Artikelnr.: 59992568

Autorenporträt

Professor Paul Baines is Professor of Political Marketing and Associate Dean (Business & Civic Engagement) at the University of Leicester School of Business, UK Dr Sophie Whitehouse is a Teaching Fellow in Marketing at the University of Leicester School of Business, UK Professor Sara Rosengren is Professor of Marketing and Retailing; and Head of the Center for Retailing at the Stockholm School of Economics, Sweden Professor Paolo Antonetti is Associate Professor of Marketing and Director of the Global Executive MBA at NEOMA Business School, France

Inhaltsangabe

Part 1: Understanding customers
1: Marketing principles and society
2: Understanding customer behaviour
3: Marketing research and customer insight
Part 2: Designing and delivering the marketing strategy
4: Marketing environment and strategy
5: Market segmentation and positioning
Part 3: Implementing the marketing mix
6: Proposition and branding decisions
7: Pricing and value creation
8: Marketing communications and principles
9: Managing channels and distribution
10: Digital and social media marketing
Part 4: Managing marketing relationship
11: Services marketing and customer experience management
12: Marketing, society, sustainability, and ethics