Description
Book SynopsisHow 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
Trade ReviewReview from previous edition Fundamentals of Marketing is a mini bible when it comes to understanding the basics of marketing - especially for students who do not come from a marketing background. * Marilena Antoniadou, Manchester Metropolitan University *
Fundamentals of Marketing provides a good overview of marketing theories and concepts. It is well supported by market insights, discussions, review questions and online resources that are invaluable for students' learning as well as lecturers to deliver teaching...Written in a clear and comprehensible manner, the presentation of the contents is appealing and attention worthy. * Lianne van den Berg-Weitzel, Utrecht University of Applied Sciences *
Table of ContentsPart 1: Understanding customers 1: Marketing principles and society 2: Understanding customer behaviour 3: Marketing research and customer insight Part 2: Designing and delivering the marketing strategy 4: Marketing environment and strategy 5: Market segmentation and positioning Part 3: Implementing the marketing mix 6: Proposition and branding decisions 7: Pricing and value creation 8: Marketing communications and principles 9: Managing channels and distribution 10: Digital and social media marketing Part 4: Managing marketing relationship 11: Services marketing and customer experience management 12: Marketing, society, sustainability, and ethics
