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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2014-04-27
  • Publisher: Oxford University Press
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Author Biography

Paul Baines, Professor of Political Marketing and Programme Director MSc in Management, Cranfield School of Management, Cranfield University.,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.

Paul Baines is Professor of Political Marketing and Programme Director MSc in Management, Cranfield School of Management, Cranfield University. He is author/co-author of more than a hundred published articles, book chapters and books, particularly on political marketing issues. Paul is an experienced author and editor whose publications include books on PR, marketing research, political marketing and strategy. Paul's marketing consultancy projects have included work for a variety of large public and private organisations including a high-profile football club, a large aerospace maintenance company, a national charity, an advertising agency, an awarding body, government departments, and a private jet start-up company. He operates his own strategic marketing / research consultancy, Baines Associates Limited. Twitter: @drpaulbaines

Chris Fill is a Director of Fillassociates. Formerly a Principal Lecturer at the University of Portsmouth, Chris now works with a variety of private and not-for-profit organisations including several publishers. He is a Visiting Professor at Poitiers Business School and a 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 recognised textbook, Marketing Communications, now in its 6th edition. Other recent titles include Corporate Reputation, Advertising, and Essentials of Marketing.

Chris speaks regularly on marketing and corporate communication issues. Twitter: @chris1fill

Table of Contents

Part One: Marketing Fundamentals
1:. Marketing Principles and Society
2:. Consumer Buying Behaviour
3:. Marketing Research and Customer Insight
Part Two: Principles of Marketing Management
4:. The Marketing Environment
5:. Marketing Strategy
6:. Market Segmentation and Positioning
7:. International Market Development
Part Three: The Marketing Mix Principle
8:. Managing Innovation and New Product Development
9:. Price Decisions
10:. An Introduction to Marketing Communications
11:. Managing the communications mix
12:. Marketing channels and Retailing
Part Four: Principles of Relational Marketing
13:. Branding Decisions
14:. Managing Relationships and Customer Experiences
15:. Business-to-Business Marketing
16:. Not-for-Profit Marketing
Part Five: Critique and Change in Marketing Practice
17:. Digital and Social Media Marketing
18:. Marketing Sustainability and Ethics
19:. Critical Perspectives on Marketing

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