ISBN : 9780198809999
New to this Edition:
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, Åkestam Holst to H&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.
Case insight videos
Industry foresight videos
Library of video links
Author audio podcasts
For adopting lecturers:
Discussion question pointers
Figures and tables from the book
Case insight video transcripts
1: Principles of marketing
1: Marketing principles and practice
2: Consumer buying behaviour
3: Marketing research and customer insight
2: Marketing management and strategy
4: The marketing environment
5: Marketing strategy
6: Marketing segmentation and positioning
7: International market development
3: Managing marketing programmes
8: New proposition development and innovation
9: Price and customer value decisions
10: Principles of marketing communications
11: Configuring the marketing communications mix
12: Digital and social media marketing
13: Brand decisions
4: Principles of customer management
14: Channels, supply chains, and retailing
15: Services and relationship marketing
16: Business-to-business marketing
5: The social impacts of marketing
17: Not-for-profit and social marketing
18: Marketing, society, sustainability, and ethics
"Just the right balance between rigour and accessibility, good case studies, and support for students mean this is still the best book for introductory marketing." - Dr Declan Scully, University of Roehampton
"A very good balance of theory and practices with a pleasing diversity of examples." - Dr Kevan Williams, University of East Anglia
"An excellent read for students new to the subject." - Dr Winifred Onyas, University of Leicester
"Logically written and future-facing; will help to equip students with the knowledge to prepare them for a job in marketing." - Jenny Bratherton, Regent's University London
"It is a book that students will find easy to digest, and the cases are interesting for in-class discussion. The case study questions are not always straightforward and therefore encourage students to think." - Dr Fatima Wang, King's College London
"We have been using Marketing by Baines et al since the second edition. The text and the cases really bring the subject to life, providing good, global examples that students can relate to, covering not just organizations and products, but also the environment. An extremely valuable textbook that I fully recommend." - Robert Leonardi, Södertörn University
"This is a very well-balanced text providing students with extensive theoretical and practical marketing knowledge in a contemporary and easily followed way. The text is well pitched and reflects the changing and evolving nature of marketing in a format that supports and engages the learner." - Dr Laura Bradley, Ulster University
"Engaging book which suits modern students needs with excellent real-life examples, activities and links to academic research." - Graham Harrison, University of Sussex