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Reading Program

Marketing / Paul Baines, Chris Fill, Sara Rosengren.

by Baines, Paul, 1973- author.

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Oxford : Oxford University Press, c2017.

Marketing -- Textbooks.

Marketing -- Management -- Textbooks.

9780198748533 (paperback) :

0198748531 (paperback)

xxxii, 732 pages : color illustrations ; 27 cm

Fourth edition.

Part One: Principles of Marketing -- Marketing principles and practice -- Consumer buying behaviour -- Marketing research and customer insight -- Part Two: Marketing Management and Strategy -- The marketing environment -- Marketing strategy -- Market segmentation and positioning -- International market development -- Part Three: Managing Marketing Programmes -- New proposition development and innovation -- Price and customer value decisions -- Principles of marketing communications -- Configuring the marketing communications mix -- Digital and social media marketing -- Branding decisions -- Part Four: Principles of Customer Management -- Channels, supply chains, and retailing -- Services and relationship marketing -- Business-to-business marketing -- Part Five: The Social Impacts of Marketing -- Not-for-profit and social marketing -- Marketing, society, sustainability, and ethics.

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