Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society.
This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and explains the key tools used to develop branding. It introduces selling theories and the principles of consumer behaviour, and documents the creation and development of brands using real-world examples. It goes on to explain strategic pricing, methods of distribution, market research, strategic thinking and the promotion of these brands through advertising. The Fundamentals of Marketing is fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.
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.
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974
Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on Business Marketing: A Twenty Year Review, a thorough study of industrial/business research from 1978-1997 with critical commenta
Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html
The late great Peter Drucker defined marketing as “looking at the business through the customers’ eyes.” Even though organizations are becoming increasingly customer-focused, marketing is still one of the most misunderstood areas of business. This guide explains what marketing is and the techniques marketers use. Topics covered include: • The marketing mix • Pricing policy • Different methods of market research This guide to the fundamentals will be invaluable for anyone aiming to excel in a customer-focused organization.
Marketing Fundamentals for Future Professionals offers concise yet comprehensive coverage of the language and theory of marketing and shows how marketing principles can be used in both personal and professional life. Modeled on practice-oriented handbooks, this easily adaptable text explains how marketing principles are fundamental to business and become life skills relevant to careers and relationships. Each chapter opens with an explanation of why students need to understand and master the content and how it can help them. Students learn about consumer behavior, segmentation and targeting, positioning, and product development and management. The book also discusses branding, services, promotional theory, personal selling, and strategic marketing. The second edition has been thoroughly updated, including current examples from the field, and incorporates invaluable feedback from students. Marketing Fundamentals for Future Professionals is theoretically grounded yet highly practical. It is well suited to undergraduate business courses and is especially helpful for anyone looking for a solid foundation in the marketing discipline regardless of where they are in their careers.
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