What is it that really excites and interests your students?
Reading first hand what skills top marketers really look for in graduates?
Debating the benefits of using shock and fear appeals in advertising?
Discovering how to use social networking sites to successfully market a product?
Then take this opportunity to present students with marketing examples and issues from real life situations guaranteed to excite and stimulate. Packed full of case studies from international organizations such as Innocent, Orange, HMV, and Oxfam, students can hear first hand what top marketers actually do and how they tackle the decisions they have to make.
Employing a lively writing style, the authors encourage students to explore beyond the classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further, if desired.
Students will learn the theory that supports those skills vital to successfully engaging with marketing across all areas of society, from dealing with sceptical consumers, selling products to the government, and deciding which pricing approach to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to their advantage.
Just as important as the textbook itself, are the additional electronic resources.
- Present your students with video interviews from top marketing practitioners from companies such as Innocent, Orange, HMV, Oxfam, and the Co-operative Bank, all linked to cases in the textbook.
- Give your students the opportunity to hear from experts at other universities such as Professor Jagdish Sheth from Emory, Dr Stuart Roper from Manchester, and Professor Caroline Tynan from Nottingham University.
- Take advantage of a suite of additional case studies written by leading academics such as Professor Stephen Brown from Ulster, and Dr Steve Oakes from Liverpool, as well as the test bank, tutorial activities and PowerPoint slides to help you save time planning and focus on teaching.
- Learn on the go by downloading author podcasts and glossary terms to your iPod.
- Try a different learning style and click on the internet activities to discover what you can uncover on the web
- Check you are up to speed before your exams with multiple-choice questions which provide you with instant feedback
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
I am delighted to see the new chapter on not for profit marketing which is an excellent addition. ( Charles Graham, Senior Lecturer and Associate Course Director: BA Marketing, London South Bank University)
I consider this to be the best marketing textbook for new students ( Dr Elizabeth Jackson, Lecturer in International Marketing, Newcastle University)
This is a textbook that students would be well advised to invest in as it will retain currency beyond the first year of their studies. ( Jennie White, Senior Lecturer, IS and Marketing, Bournemouth University)
Paul Baines is Reader in Marketing and Director, MSc in Management programmes at Cranfield School of Management, Cranfield University. He is an international authority in the field of political marketing and Managing Editor, Europe, for the Journal of Political Marketing. He has published widely in journals and books on marketing topics including on public relations, public opinion, market segmentation and positioning, marketing research and strategic marketing. Paul runs his own strategic marketing and research consultancy, Baines Associates, which has undertaken work for a number of large and medium sized organisations including government departments, national charities and private sector organisations. In this spare time, he likes to swim, travel and devour current affairs magazines.
Chris Fill is Principal Lecturer in Marketing at the University of Portsmouth. Much of his research to date has centred on aspects of marketing and corporate communication, including recent work on viral marketing, corporate branding and permission marketing. He has written a number of books, including the most recently published fifth edition of his internationally recognised textbook, Marketing Communications. In addition to teaching both marketing communications and business-to-business marketing at undergraduate and postgraduate levels, he undertakes consultancy and content development assignments for public and private sector organisations. He is also a Senior Examiner for the Chartered Institute of Marketing, responsible for designing, writing and managing the new Postgraduate Diploma module, Managing Corporate Reputation. He speaks regularly on marketing and corporate communication issues.
Kelly Page is Lecturer in Digital Marketing at Cardiff Business School. Her research explores digital media knowledge, literacy and participation in digital media marketing and she has a PhD on Consumer Web Knowledge from the UNSW in Sydney Australia. Her publications have appeared in peer-reviewed journals in the fields of Psychology, Marketing and Digital Media/IT and her work involves partnerships with organisations in the digital media, web design and Internet marketing sectors. Kelly is a visiting fellow in Digital Marketing at Grenoble Graduate School of Business (GGSB) (France) and currently a board member of the Academy of Marketing Research Committee (AMRC). Before she relocated to the UK, Kelly worked in Australia for APESMA Management Education (now Chiefly Business School), lectured at the University of New South Wales (UNSW) and worked as a consultant with The Leading Edge (TLE) Research Group.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro Oxford University Press, 2011. Paperback. Condizione libro: New. Brand New Text!!! Never Been Used!!! Edges barely worn. Barely shelfwear. This text is totally clean with no writing at all!!!. Codice libro della libreria 50397
Descrizione libro Oxford University Press, USA, 2011. Paperback. Condizione libro: New. 2. Codice libro della libreria DADAX019957961X
Descrizione libro Oxford University Press, 2011. Paperback. Condizione libro: New. book. Codice libro della libreria 019957961X
Descrizione libro Paperback. Condizione libro: BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Codice libro della libreria 019957961XBNA
Descrizione libro Oxford University Press, 2011. Paperback. Condizione libro: New. Codice libro della libreria P11019957961X
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97801995796171.0
Descrizione libro Oxford University Press. PAPERBACK. Condizione libro: New. 019957961X New Condition. Codice libro della libreria NEW6.0932779
Descrizione libro Oxford University Press. Condizione libro: New. pp. xxxiv + 756 Illus. (Col.). Codice libro della libreria 5854587