Marketing

Do you want to know how a quintessentially British brand expands into the Chinese market, how organizations incorporate social media into their communication campaigns, or how a department store can channel its business online? What can you learn from these practices and how could it influence your career, whether in marketing or not?

Marketing, 4th edition, will provide the skills vital to successfully engaging with marketing across all areas of society, from dealing with sceptical consumers, moving a business online, and deciding which pricing strategy to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to a business advantage.

In this edition, a broader range of integrated examples and market insights within each chapter demonstrate the relevance of theory to the practice, featuring companies such as Porsche, Facebook, and L'Oreal. The diversity of marketing on a global scale is showcased by examples that include advertising in the Middle East, Soberana marketing in Panama, and LEGO's expansion into emerging markets. Theory into practice boxes relate these examples back the theoretical frameworks, models, and concepts outlined in the chapter, giving a fully integrated overview of not just what marketing theory looks like in practice, but how it can be used to promote a company's success.

Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. For the fourth edition, the authors speak to a range of companies, from Withers Worldwide to Aston Martin, the City of London Police to Spotify, asking marketing professionals to talk you through how they dealt with a marketing problem facing their company.

Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and encouraging them to engage critically with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further.

Employing their widely-praised writing style, the authors continue to encourage you to look beyond the classical marketing perspectives by contrasting these with the more modern services and societal schools of thought, while new author, Sara Rosengren, provides a fresh European perspective to the subject.

The fourth edition of the best-selling Marketing, will pique your curiosity with a fascinating, contemporary, and motivational insight into this dynamic subject.

The book is accompanied by an Online Resource Centre that features:

For everyone:
Practitioner Insight videos
Library of video links
Worksheets

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

For lecturers:
VLE content
PowerPoint Slides
Test bank
Essay Questions
Tutorial Activities
Marketing Resource Bank
Pointers on Answering Discussion questions
Figures and Tables from the book
Transcripts to accompany the practitioner insight videos.

Paul Baines, Professor of Political Marketing, Cranfield School of Management,Chris Fill, Director of Fillassociates, Visiting Professor at Poitiers Business School, formerly Principal Lecturer at the University of Portsmouth, and Senior Examiner at the Chartered Institute of Marketing, ,Sara Rosengren, Associate Professor of Marketing, Stockholm School of Economics

Paul Baines is Professor of Political Marketing at Cranfield University. He is author/co-author of more than a hundred published articles, book chapters, and books on marketing issues. Over the last 20 years, Paul's research has particularly focused on political marketing, public opinion, and propaganda. He is a Fellow of the Chartered Institute of Marketing, and a member of the Market Research Society (MRS), ESOMAR and the Academy of Marketing, and a Fellow of the Institute of Directors. Paul's consultancy includes experience working with various government departments on strategic communication research projects as well as many small, medium, and large private enterprises including Saint Gobain Glassolutions, IBM, 3M, and many more, on market research/marketing planning. Paul is Director of Baines Associates Limited.

Chris Fill is Director of Fillassociates, who develop and deliver learning materials related to marketing and corporate communications, some of which
can be found online (at www.fillassociates.co.uk and www.marketing
mentor.net). Formerly Principal Lecturer at the University of Portsmouth, Chris now works with a variety of private and not-for-profit organizations including several publishers. He is Visiting Professor at Poitiers Business School and Fellow of the Chartered Institute of Marketing where he was the Senior Examiner responsible for the marketing communications modules, and more recently the Professional Postgraduate Diploma module, Managing Corporate Reputation. In addition to numerous papers published in a range of academic journals, he has written over 30 books, including his internationally recognized textbook, Marketing Communications, now in its sixth edition. Other recent titles include Corporate Reputation, Advertising, and Essentials of Marketing.

Sara Rosengren is Associate Professor of Marketing at Stockholm School of Economics, where she holds the position as Head of Research at the Center for Retailing. She is also a board member of the European Advertising Academy. Sara's research on creative marketing communications has been published in leading academic journals such as the Journal of Advertising, Journal of Advertising Research, and Journal of Brand Management. She is especially renowned for her work on advertising equity and in 2015 she was ranked as one of the top 5% of advertising researchers worldwide. Sara is passionate about bridging the gap between the marketing academy and practice. She is frequently invited to speak at academic institutions, industry seminars, and company get-togethers and regularly comments on marketing-related phenomena in Swedish media.