Marketing

Business & Money

Fill, Chris

Baines, Paul

Rosengren, Sara

Marketing & Sales

Oxford University Press

Fundamentals of Marketing

Antonetti, Paolo

How does Samsung use data to improve customers' omnichannel shopping experiences? How does Ipsos MORI develop cross-cultural market research insights to inform innovation at Unilever? How do Swedish retail giants collaborate rather than compete in the fight for more sustainable consumption? With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing, fifth edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society. The fifth edition sees a broader range of examples and Market Insights within each chapter, with contributions from academics and specialists. Companies as diverse as Dolce and Gabbana, Groupon, and KBC Bank, and issues as topical as showrooming, microtargeting in US presidential elections, fast fashion, and 'femvertising' illustrate the theoretical frameworks, models, and concepts outlined in each chapter, giving a fully integrated overview of not just what marketing theory looks like in practice but how it can be used to promote a company's success. Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. The authors speak to marketing professionals from a range of companies, from Ipsos MORI to Adnams, Akestam Holst to H&amp;M, who talk through how they dealt with a marketing problem facing their company and what career advice they would offer to those starting out in the industry. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and encouraging them to engage critically with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further; with a suite of online resources designed to stimulate, assess, and consolidate learning, Marketing is the complete package for any introductory marketing module. This book is accompanied by the following online resources. For everyone: Case insight videos Industry foresight videos Library of video links For students: Author audio podcasts Multiple-choice questions Flashcard glossary Internet activities Research insights Web links For lecturers: VLE content PowerPoint slides Test bank Essay questions Tutorial activities Discussion question pointers Figures and tables from the book Case insight video transcripts

How did the start-up dating app, CLikD, quickly rise to become an award-winning competitor to Tinder and Bumble? How should organizations incorporate social media into their communication campaigns? What can you learn from these practices and how could it help you in your future career?Combining the most essential theories and offering a global range of cases and practitioner insights, Fundamentals of Marketing is the most relevant, concise guide to marketing. Based on the bestselling Marketing by Baines, Fill, Rosengren and Antonetti, this text will take you on a journey from thetraditional marketing mix to the cutting-edge trends of the discipline such as sustainability, ethics, and digitalization. Along the way, cases and market insights featuring international companies and organisations such as Tesla, Brompton Bicycles, and Cambridge Analytica will take you beyond thetheory to understand marketing at work in the business world, making sure you are equipped with the knowledge you need to promote a company's success in the future.In addition to the case studies within the book, a fully integrated companion website allows you to learn from real-life marketers whose video interviews offer a more in-depth view of their world. From Ammon Zeus to Aircall, The Guardian to Spotify, Fundamentals of Marketing highlights up and comingstart-up businesses as well as household names, discussing the real-life marketing dilemmas they have faced and discovering how they navigated their way to a positive outcome.Review and discussion questions conclude each chapter, acting as a checkpoint 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 for you to take your learning further and read selectedtopics in more depth.Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.Digital formats and resourcesThe second edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources.- The e-book offers a mobile experience and convenient access along with self-assessment activities, hyperlinked further reading, and links that offer extra learning support: www.oxfordtextbooks.co.uk/ebooks- The book is accompanied by the following online resources:For everyone:- Case insight videos- Library of video links- WorksheetsFor students:- Employability guidance and marketing careers insights- Author audio podcasts- Multiple choice questions- Flashcard glossaries- Internet activities- Research insights- Web linksFor 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

Fundamentals of Marketing 2e

Whitehouse, Sophie

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