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    Fundamentals of Marketing 2ed rev

    £43.19
    £47.99
    Price-Match is available in-store for recommended titles in CCCU module handbooks
    ISBN: 9780198829256
    Products specifications
    Attribute nameAttribute value
    AuthorBaines, Paul
    Pub Date20/01/2021
    BindingPaperback
    Pages408
    Publisher: O.U.P.
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    Tutor2024/2025
    DepartmentFaculty of Science, Engineering and Social Science
    Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.

    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 the traditional 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 the theory 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 coming start-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 selected topics in more depth.

    Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.

    Digital formats and resources
    The 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
    Worksheets

    For students:
    Employability guidance and marketing careers insights
    Author audio podcasts
    Multiple choice questions
    Flashcard glossaries
    Internet activities
    Research insights
    Web links

    For 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