Higher Education

Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide.

Price: $84.00

Format:
Paperback 704 pp.
188 mm x 258 mm

ISBN-10:
0199290431

ISBN-13:
9780199290437

Publication date:
March 2008

Imprint: OUP UK

Share on Facebook

Add to Favourites Tell a Friend


Marketing

Paul Baines, Chris Fill and Kelly Page

Marketing is a brand new undergraduate textbook offering students and lecturers an integrated learning solution that combines accessible narrative with a diverse range of electronic tools made available on the book's accompanying website and DVD. The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant to the student experience. The Case Insight interviews with marketing practitioners at the start of each chapter capture students' interest in a new topic. Each chapter also features Marketing Insight boxes throughout. These learning features show how marketing problems have been solved in business and enable students to apply the theory learnt to real-world situations. The approach taken starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing to help students develop knowledge and encourage critical thinking. Marketing is a 'text for life', purchased at level 1 but retained and referred to throughout the course of a student's marketing or business degree.

Online Resource Centre and DVD:
For Lecturers: Extensive supplementary digital material featuring video clips of interviews with the marketing practitioners from the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students. Also comprises case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching.
For Students: Provides multiple-choice questions, web-based research activities and abstracts from seminal papers to help students test their own learning.

Readership : Undergraduate Business students studying modules in Marketing, Introduction to Marketing and Marketing Principles. Also MBA students and MSc Business students.

Reviews

  • `Review from previous edition 'I've read some very good chapters ... the [Marketing] Insights are very good - contemporary and relevant.' ' Matthew Wood, University of Brighton
  • `'[This textbook] has the potential to make a real contribution to educating marketers who can think as well as do ... I welcome the move away from the ethically barren decision-making that is sometimes espoused in existing texts that seems as dated nowadays as 1980s power shoulder pads.' ' Janice Moorhouse, Thames Valley University
  • `'The text promises an exciting and dynamic approach while the structure of the contents follows existing marketing texts.' ' Fiona Ellis-Chadwick, University of Loughborough
  • ` 'I've read some very good chapters ... the [Marketing] Insights are very good - contemporary and relevant.' ' Matthew Wood, University of Brighton
  • `'At last an innovative new addition to the marketing textbook market. The authors have taken a student focused view and produced a comprehensive package which brings together up to date theory and current practice, all explained in accessible language and demonstrated through real world examples'.' Professor Caroline Tynan, Nottingham University Business School
  • `'This new text is a breath of fresh air. Marketing covers so many aspects of business, communication, consumption and society nowadays. Nevertheless, the authors succeed in introducing the subject, explaining theory and practice, providing a clear navigation guide for students and setting Marketing within its wider context'.' Professor Michael Saren, School of Management, University of Leicester

Part 1: Marketing Fundamentals
1. Marketing in Society
2. The Marketing Environment and Competitor Analysis
3. Marketing Psychology and Consumer Buyer Behaviour
4. Market Research and Marketing Information Systems
Part 2: Principles of Marketing Management
5. Marketing Strategy
6. Market Segmentation and Positioning
7. Market Development and International Marketing
8. Marketing Implementation and Control
Part 3: The Marketing Mix Principle
9. Products, Services and Branding Decisions
10. Price Decisions
11. An Introduction to Marketing Communications
12. Marketing Communications: Tools and Techniques
13. Managing Marketing Communications: Planning and Implementation
14. Retailing and Channel Management
Part 4: Principles of Relational Marketing
15. Services Marketing and Non-profit Marketing
16. Business-to-Business Marketing and Key Account Management
17. Relationship Marketing and Customer Service Management
Part 5: Contemporary Markteing Practice
18. New Technology and Marketing
19. Post-modern Marketing
20. Marketing Ethics and Corporate Social Responsibility

Online Resource

Paul Baines is Senior Lecturer in Marketing at the School of Management, Cranfield University. Paul is the author and co-author of numerous journal articles and book chapters on the use of marketing techniques in non-conventional services environments, particularly for political parties and candidates. With John Egan and Frank Jefkins, he co-wrote `Contemporary PR Practice` (Elsevier, 2004). His latest book, co-written with Robert M Worcester and Roger Mortimore is a text on public opinion and political marketing entitled 'Explaining Labour's Landslip' (Politicos, 2005). Paul`s marketing consultancy projects include work for a number of organisations including a high-profile football club, a large aerospace maintenance company, a national charity, an advertising agency and an examination board. Chris Fill is Principal Lecturer in Marketing Management at the University of Portsmouth. Much of his research to date has centred on aspects of integrated marketing communications, corporate identity and associated branding issues. He has written a number of books, including the most recently published fourth edition of his internationally recognised textbook, 'Marketing Communications'. In addition to teaching both marketing communications and business-to-business marketing at undergraduate and postgraduate levels, he undertakes consultancy assignments for public and private sector organisations. He is also Senior Examiner for the Chartered Institute of Marketing, responsible for the Marketing Communications module. He speaks regularly on marketing communications issues. Prior to his academic career, Chris enjoyed a successful marketing and commercial career with a variety of international organisations. Kelly Page is Lecturer in Marketing and Strategy at Cardiff Business School. Her research interests include the role of human psychology in electronic technology adoption and usage, and the positioning and conduct of electronic marketing strategy and activities. Prior to joining the school Kelly lectured at Glamorgan University and held the position as leader of the Welsh Unit for Research in Marketing. Before she relocated to the UK, Kelly worked in Australia as a MBA Unit Chair/Author for APESMA Management Education (now Chiefly Business School), lectured at the University of New South Wales (UNSW) and worked as a consultant with The Leading Edge (TLE) Research Group.

There are no related titles available at this time.

Special Features

  • The only undergraduate textbook on marketing principles featuring extensive digital material (on both website and DVD) that is fully integrated with the textbook to offer a blended learning solution.
  • Draws on students' own experiences throughout to capture the readers' interest when they learn about a new topic.
  • Starts with the basic concepts from classical marketing models and contrasts these with newer perspectives to help students develop knowledge and encourage critical thinking.
  • Illustrates how marketing problems have been solved in business to enable students to apply the theory learnt to real-world situations.
  • Extensive complementary digital material featuring video clips of interviews with the marketing practitioners presented in the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students.
  • Includes case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching.
  • Provides multiple-choice questions, web-based research activities, abstracts from seminal papers and study guidelines to help students test their own learning.