Marketing. /
Marketing. / Paul Baines, Chris Fill, Kelly Page - 2nd ed. - Oxford: OUP, 2011. - xxxiii, 756 p.: ill. ;
Includes glossary and index.
Contents: 1. Marketing fundamentals: Marketing principles and society -- The marketing environment -- Consumer buying behavior -- Marketing research -- 2. Principles of marketing management: Marketing strategy -- Market segmentation and positioning -- International market development -- 3. The marketing mix principle: Developing products and brands -- Price decisions -- An introduction to marketing communications -- Marketing communications: tools, media and planning -- Retailing and channel management -- 4. Principles of relational marketing: Services marketing -- Business-to-business marketing -- Relationship marketing -- Not-for-profit marketing -- 5. Contemporary marketing practice: Digital marketing practice -- Postmodern marketing -- Marketing, sustainability and ethics --
9780199579617
2001024810
HF5415.B16
658.8/48