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Fundamentals of Marketing-Paul Baines, Paolo Antonetti, Chris Fill, Sara Rose
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- Book Title
- Fundamentals of Marketing-Paul Baines, Paolo Antonetti, Chris Fi
- ISBN
- 9780198748571
- EAN
- 9780198748571
- Publication Year
- 2017
- Type
- Textbook
- Format
- Paperback
- Language
- English
- Publication Name
- Fundamentals of Marketing
- Item Height
- 247mm
- Publisher
- Oxford University Press
- Item Width
- 192mm
- Subject
- Marketing
- Item Weight
- 884g
- Number of Pages
- 408 Pages
關於產品
Product Information
Do you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organization can incorporate social media into their communication campaigns? What can you learn from these practices, how do they incorporate sustainability and ethical practice, and how could it influence your career, whether in marketing or not? Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to help build their theoretical understanding of marketing into skilful practice. Covering the most essential theories and latest trends, this book take you from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. With cases featuring international companies such as YouTube, Kopparberg, and Nestle, and exploring issues such as greenwashing, guilt appeals, and responsible branding, the book goes beyond marketing theory to illustrate marketing at work in the business world, and how it can be used to promote a company's success. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further and read in depth on selected topics. A fully integrated Online Resource Centre allows you to learn from real-life marketers whose video interviews expand on the book's Case Insights to offer a more in-depth view of their world. From Withers Worldwide to Aston Martin, Lanson International to Spotify, household names as well as SMEs and online businesses discuss their real-life marketing dilemmas and how they navigated their way to a positive outcome. Test bank questions, internet activities, and web links also allow you to test your learning and explore key concepts further. Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing. The book is accompanied by an Online Resource Centre that features: For everyone: Case Insight videos Library of video links Worksheets For students: Author audio podcasts Multiple-choice questions Flashcard glossaries Employability guidance and marketing careers insights Internet activities Research insights Web links For lecturers: VLE content 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
Product Identifiers
Publisher
Oxford University Press
ISBN-13
9780198748571
eBay Product ID (ePID)
233936637
Product Key Features
Publication Name
Fundamentals of Marketing
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2017
Type
Textbook
Number of Pages
408 Pages
Dimensions
Item Height
247mm
Item Width
192mm
Item Weight
884g
Additional Product Features
Country/Region of Manufacture
United Kingdom
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商業賣家資料
增值稅識別編號：
- GB 724498118
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h***e (1205)- 買家留下的信用評價。
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A very good book. Arrived in good time and the book was in very good condition. Many thanks
m***1 (2270)- 買家留下的信用評價。
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Super thank you very much. Thanks also for the speedy dispatch.
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Nice book, good condition, good price, arrived quickly. All good, thanks.