Fundamentals of Marketing

£22.00£42.70 (-48%)

How did the start-up dating app, CLikD, quickly rise to become an award-winning competitor to Tinder and Bumble? How should organizations incorporate social media into their communication campaigns? What can you learn from these practices and how could it help you in your future career?

Combining the most essential theories and offering a global range of cases and practitioner insights, Fundamentals of Marketing is the most relevant, concise guide to marketing. Based on the bestselling Marketing by Baines, Fill, Rosengren and Antonetti, this text will take you on a journey from the traditional marketing mix to the cutting-edge trends of the discipline such as sustainability, ethics, and digitalization. Along the way, cases and market insights featuring international companies and organisations such as Tesla, Brompton Bicycles, and Cambridge Analytica will take you beyond the theory to understand marketing at work in the business world, making sure you are equipped with the knowledge you need to promote a company’s success in the future.

In addition to the case studies within the book, a fully integrated companion website allows you to learn from real-life marketers whose video interviews offer a more in-depth view of their world. From Ammon Zeus to Aircall, The Guardian to Spotify, Fundamentals of Marketing highlights up and coming start-up businesses as well as household names, discussing the real-life marketing dilemmas they have faced and discovering how they navigated their way to a positive outcome.

Review and discussion questions conclude each chapter, acting as a checkpoint to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity for you to take your learning further and read selected topics in more depth.

Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.

Digital formats and resources
The second edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources.
– The e-book offers a mobile experience and convenient access along with self-assessment activities, hyperlinked further reading, and links that offer extra learning support: www.oxfordtextbooks.co.uk/ebooks
– The book is accompanied by the following online resources:

For everyone:
Case insight videos
Library of video links
Worksheets

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

For lecturers:
VLE content
PowerPoint slides
Test bank
Essay questions
Tutorial activities
Marketing resource bank
Pointers on answering the discussion question at the end of each chapter of the book
Figures and tables from the book in electronic format
Transcripts of the case insight videos

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EAN: 2000000478968 SKU: CAFA04C5 Category:

Additional information

Publisher

2nd edition (20 Jan. 2021), OUP Oxford

Language

English

Paperback

408 pages

ISBN-10

0198829256

ISBN-13

978-0198829256

Dimensions

19.3 x 1.78 x 25.4 cm

Average Rating

4.25

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4 Star
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8 Reviews For This Product

  1. 08

    by GeoCutts

    Standard books

  2. 08

    by Michelle

    Very fast delivery, very happy!

  3. 08

    by Zahra

    Quick response

  4. 08

    by mr craig elam

    Provided some useful information, similar to previous version of the book.

  5. 08

    by mr craig elam

    The contents of the book itself are brilliant however the book arrived bashed on the edges and the front cover was creased quite badly. Disappointed with the presentation.

  6. 08

    by Caleb Pullen

    Good

  7. 08

    by Zara

    I must admit, it has everything I need, specifically to my assignment, I did find it a little difficult to find information but it doesn’t take too long to get everything!

  8. 08

    by Rin

    Good condition

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Fundamentals of Marketing

£22.00£42.70 (-48%)

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