01466cam a22002774a 4500 12388168 OSt 20211202163229.0 010423s2002 maua b 001 0 eng 2001024810 9780199579617 DLC DLC DLC pcc HF5415.B16 658.8/48 21 Baines, Paul 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 -- Fill, Chris Page, Kelly lcc BK 8189 15689 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 HF5415.B16(2e) K/1634/1634/19 2021-12-02 00:00:00 2021-12-02 BK