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Marketing by Paul Baines, Sara Rosengren, Paolo Antonetti, Chris Fill (Paperback, 2019)

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Introducing the comprehensive Marketing textbook by Paul Baines, Sara Rosengren, Paolo Antonetti, and Chris Fill, published by Oxford University Press. This authoritative guide covers a variety of subjects in the field of marketing and business, including branding, market research, advertising, and more. With 776 pages, this paperback book is a valuable resource for anyone studying marketing or looking to improve their business skills. The book measures 266mm in height and 196mm in width, and weighs 1422g. The language used throughout the book is English, and it was published in 2019. Whether you're a student, entrepreneur, or simply interested in the world of marketing and business, this book is an excellent choice.

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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&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 videosLibrary of video links For students:Author audio podcastsMultiple-choice questionsFlashcard glossaryInternet activitiesResearch insightsWeb linksFor lecturers:VLE content PowerPoint slides Test bankEssay questions Tutorial activitiesDiscussion question pointersFigures and tables from the bookCase insight video transcripts