What is it that really excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Discovering how to use social networking sites to successfully market a product? Then take this opportunity to present students with marketing examples and issues from real life situations guaranteed to excite and stimulate. Packed full of case studies from international organizations such asInnocent,Orange,HMV, andOxfam, students can hear first hand what top marketers actually do and how they tackle the decisions they have to make. Employing a lively writing style, the authors encourage students to explore beyond the classical marketing perspectives and provoke them into thinking critically about howtheywould approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further, if desired. Students will learn the theory that supports those skills vital to successfully engaging with marketing across all areas of society, from dealing with sceptical consumers, selling products to the government, and deciding which pricing approach to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to their advantage. Just as important as the textbook itself, are the additional electronic resources. Lecturers - Present your students with video interviews from top marketing practitioners from companies such as Innocent, Orange, HMV, Oxfam, and the Co-operative Bank, all linked to cases in the textbook. - Give your students the opportunity to hear from experts at other universities such as Professor Jagdish Sheth from Emory, Dr Stuart Roper from Manchester, and Professor Caroline Tynan from Nottingham University. - Take advantage of a suite of additional case studies written by leading academics such as Professor Stephen Brown from Ulster, and Dr Steve Oakes from Liverpool, as well as the test bank, tutorial activities and PowerPoint slides to help you save time planning and focus on teaching. Students - Learn on the go by downloading author podcasts and glossary terms to your iPod. - Try a different learning style and click on the internet activities to discover what you can uncover on the web - Check you are up to speed before your exams with multiple-choice questions which provide you with instant feedback
Paul Baines is Reader in Marketing and Director, MSc Strategic Marketing, in the School of Management at Cranfield University.
Chris Fill is Founder and Managing Director of Fill Associates and a former Principal Lecturer in Marketing in the Portsmouth Business School at the University of Portsmouth.
Kelly Page is Lecturer in Marketing and Strategy in the Cardiff Business School at the University of Cardiff.
Table of Contents
PART 1: MARKETING FUNDAMENTALS 1. Marketing in Society 2. The Marketing Environment and Competitor Analysis 3. Consumer Buyer Behavior 4. Market Research and Marketing Information Systems PART 2: PRINCIPLES OF MARKETING MANAGEMENT 5. Marketing Strategy 6. Market Segmentation and Positioning 7. International Market Development PART 3: THE MARKETING MIX PRINCIPLE 8. Managing Products and Developing Brands 9. Price Decisions 10. An Overview of Marketing Communications 11. Managing Marketing Communications: Tools, Media and Planning 12. Retailing and Channel Management PART 4: PRINCIPLES OF RELATIONAL MARKETING 13. Services Marketing 14. Business-to-Business Marketing 15. Relationship Marketing 16. Not-for-Profit Marketing PART 5: CONTEMPORARY MARKETING PRACTICE 17. Digital Marketing 18. Post-modern Marketing 19. Marketing, Sustainability, and Ethics