Fundamentals of Marketing Paul Bains

Basic Principles of Marketing by Paul Bains

1. ISBN-10

   0198748574
2. ISBN-13

   978-0198748571 If you are looking to comprehend how a historically French model expands globally, how a retail giant can focus its business online, or how any organization can integrate social media into their communication strategies, what lessons can be gleaned from these practices and how they incorporate sustainability and ethical conduct, and the potential impact on your career, whether in marketing or elsewhere?

   Drawing on extensive brand case studies, expert insights, and engaging learning features from the best-selling Marketing by Baines, Fill, and Rosengren, Basic Principles of Marketing is the most comprehensive guide for students seeking a concise companion to build their theoretical comprehension of marketing into proficient practice.

   Covering essential theories and latest developments, this book guides you from the traditional marketing mix to the forefront trends of the field, with a specific emphasis on sustainability, ethics, and digitalization. Featuring cases of global corporations like YouTube, Kopparberg, and Nestle, and exploring topics such as greenwashing, guilt appeals, and responsible branding, the book moves beyond marketing theory to demonstrate marketing in action in the business world, and its role in promoting a company’s success.

   Each chapter concludes with assessment and discussion questions that encourage readers to delve deeper into the discussed themes and critically engage with the theory. Throughout each chapter, links to seminal papers offer the opportunity to expand learning and delve into specific topics in depth.

   A fully integrated Online Resource Centre allows you to learn from real-life marketers through video interviews expanding on the book’s Case Insights to provide a more detailed view of their experiences. From Withers International to Aston Martin, Lanson International to Spotify, well-known companies as well as SMEs and e-commerce ventures share their real-world marketing challenges and how they navigated their way to a positive outcome. Test bank questions, web activities, and internet links further assist in testing your knowledge and deepening your understanding of key concepts.

   Basic Principles of Marketing provides everything you need to embark on your journey into the captivating realm of marketing.

   The book is complemented by an Online Resource Centre featuring:

   For everyone:
   Case Insight videos
   Compilation of video links
   Worksheets

   For students:
   Author audio podcasts
   Multiple-choice questions
   Flashcard glossaries
   Employment advice and insights into marketing careers
   Web activities
   Research findings
   Web links

   For instructors:
   VLE content
   PowerPoint slides
   Test bank
   Essay prompts
   Educational exercises
   Marketing resource bundle
   Guidance on addressing the discussion question at the end of each chapter in the book
   Figures and tables from the book in digital form
   Transcripts of the Case Insight videos