Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.

Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society.

Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974

This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and explains the key tools used to develop branding. It introduces selling theories and the principles of consumer behaviour, and documents the creation and development of brands using real-world examples. It goes on to explain strategic pricing, methods of distribution, market research, strategic thinking and the promotion of these brands through advertising. The Fundamentals of Marketing is fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.

Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html

Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on Business Marketing: A Twenty Year Review, a thorough study of industrial/business research from 1978-1997 with critical commenta

Applying fundamentals of marketing to commercial passenger air transportation, this textbook puts the emphasis on marketing principles and illustrative ways in which airlines can distinguish themselves within the highly competitive global marketplace. Fundamentals of Airline Marketing begins with a survey of current airline business strategies and the macro forces that have shaped the airline industry in the past and will continue to do so in the future. The growing importance of technology is discussed both from the perspective of better understanding customer needs and engaging more effectively with them. The central role of the "customer" is explored through the lens of modern segmentation and branding approaches. Coverage then shifts to the tactical decision areas consisting of the 4Ps—product, place, promotion, and price—in which marketers shape and execute their strategies. The book concludes with a focus on executing marketing initiatives internally through customer-facing employee groups and externally through the measurement and management of the customer experience. Fundamentals of Airline Marketing: • is an accessible textbook on the fundamentals of marketing for commercial passenger air transportation; • chronicles the marketing innovations and controversies that have been central to the historic shift in airline fortunes; • demonstrates how airline decisions fit within the fundamentals of marketing and how the marketplace is continuing to evolve; • provides a bridge between key marketing principles and their specific application to the airline industry in each chapter. This textbook is written primarily for undergraduate college students enrolled in aviation business administration programs and related courses. It will also serve as an accessible primer on airline marketing for industry professionals not presently working in marketing and for frontline airline employees seeking to learn more about marketing.

The late great Peter Drucker defined marketing as “looking at the business through the customers’ eyes.” Even though organizations are becoming increasingly customer-focused, marketing is still one of the most misunderstood areas of business. This guide explains what marketing is and the techniques marketers use. Topics covered include: • The marketing mix • Pricing policy • Different methods of market research This guide to the fundamentals will be invaluable for anyone aiming to excel in a customer-focused organization.

How does Samsung use data to improve customers' omnichannel shopping experiences? How does Ipsos MORI develop cross-cultural market research insights to inform innovation at Unilever? How do Swedish retail giants collaborate rather than compete in the fight for more sustainable consumption? With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing, fifth edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society. The fifth edition sees a broader range of examples and Market Insights within each chapter, with contributions from academics and specialists. Companies as diverse as Dolce and Gabbana, Groupon, and KBC Bank, and issues as topical as showrooming, microtargeting in US presidential elections, fast fashion, and 'femvertising' illustrate the theoretical frameworks, models, and concepts outlined in each 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. The authors speak to marketing professionals from a range of companies, from Ipsos MORI to Adnams, Akestam Holst to H&M, who talk through how they dealt with a marketing problem facing their company and what career advice they would offer to those starting out in the industry. 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; with a suite of online resources designed to stimulate, assess, and consolidate learning, Marketing is the complete package for any introductory marketing module. This book is accompanied by the following online resources. For everyone: Case insight videos Industry foresight videos Library of video links For students: Author audio podcasts Multiple-choice questions Flashcard glossary Internet activities Research insights Web links For lecturers: VLE content PowerPoint slides Test bank Essay questions Tutorial activities Discussion question pointers Figures and tables from the book Case insight video transcripts

Marketing Fundamentals for Future Professionals offers concise yet comprehensive coverage of the language and theory of marketing and shows how marketing principles can be used in both personal and professional life. Modeled on practice-oriented handbooks, this easily adaptable text explains how marketing principles are fundamental to business and become life skills relevant to careers and relationships. Each chapter opens with an explanation of why students need to understand and master the content and how it can help them. Students learn about consumer behavior, segmentation and targeting, positioning, and product development and management. The book also discusses branding, services, promotional theory, personal selling, and strategic marketing. The second edition has been thoroughly updated, including current examples from the field, and incorporates invaluable feedback from students. Marketing Fundamentals for Future Professionals is theoretically grounded yet highly practical. It is well suited to undergraduate business courses and is especially helpful for anyone looking for a solid foundation in the marketing discipline regardless of where they are in their careers.