{"product_id":"fundamentals-of-marketing-1","title":"Fundamentals of Marketing","description":"\u003cp\u003eDo you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organization can incorporate social media into their communication campaigns? What can you learn from these practices, how do they incorporate sustainability and ethical practice, and how could it influence your career, whether in marketing or not?\u003cbr\u003e \u003cbr\u003e Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to help build their theoretical understanding of marketing into skilful practice.\u003cbr\u003e \u003cbr\u003e Covering the most essential theories and latest trends, this book take you from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization. With cases featuring international companies such as YouTube, Kopparberg, and Nestle, and exploring issues such as greenwashing, guilt appeals, and responsible branding, the book goes beyond marketing theory to illustrate marketing at work in the business world, and how it can be used to promote a company's success.\u003cbr\u003e \u003cbr\u003e Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further and read in depth on selected topics.\u003cbr\u003e \u003cbr\u003e A fully integrated Online Resource Centre allows you to learn from real-life marketers whose video interviews expand on the book's Case Insights to offer a more in-depth view of their world. From Withers Worldwide to Aston Martin, Lanson International to Spotify, household names as well as SMEs and online businesses discuss their real-life marketing dilemmas and how they navigated their way to a positive outcome. Test bank questions, internet activities, and web links also allow you to test your learning and explore key concepts further.\u003cbr\u003e \u003cbr\u003e Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.\u003cbr\u003e \u003cbr\u003e The book is accompanied by an Online Resource Centre that features:\u003cbr\u003e \u003cbr\u003e For everyone:\u003cbr\u003e Case Insight videos\u003cbr\u003e Library of video links\u003cbr\u003e Worksheets\u003cbr\u003e \u003cbr\u003e For students:\u003cbr\u003e Author audio podcasts\u003cbr\u003e Multiple-choice questions\u003cbr\u003e Flashcard glossaries\u003cbr\u003e Employability guidance and marketing careers insights\u003cbr\u003e Internet activities\u003cbr\u003e Research insights\u003cbr\u003e Web links\u003cbr\u003e \u003cbr\u003e For lecturers:\u003cbr\u003e VLE content\u003cbr\u003e PowerPoint slides\u003cbr\u003e Test bank\u003cbr\u003e Essay questions\u003cbr\u003e Tutorial activities\u003cbr\u003e Marketing resource bank\u003cbr\u003e Pointers on answering the discussion question at the end of each chapter of the book\u003cbr\u003e Figures and tables from the book in electronic format\u003cbr\u003e Transcripts of the Case Insight videos\u003c\/p\u003e\u003cdiv class=\"sb-details\"\u003e\u003cp\u003e\u003cstrong\u003eGenre:\u003c\/strong\u003e Business \u0026amp; Economics, Marketing\u003cbr\u003e\u003cstrong\u003eFormat:\u003c\/strong\u003e Paperback\u003cbr\u003e\u003cstrong\u003ePublished:\u003c\/strong\u003e 2017\u003cbr\u003e\u003cstrong\u003ePages:\u003c\/strong\u003e 376\u003cbr\u003e\u003cstrong\u003ePublisher:\u003c\/strong\u003e Oxford University Press\u003cbr\u003e\u003cstrong\u003eISBN:\u003c\/strong\u003e 9780198748571\u003c\/p\u003e\u003c\/div\u003e","brand":"Oxford University Press","offers":[{"title":"Poor Condition — £1.00","offer_id":47909573329073,"sku":"SB-0198748574-C4","price":1.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0618\/2669\/5345\/files\/0198748574.jpg?v=1789152529","url":"https:\/\/sellbooks.co.uk\/products\/fundamentals-of-marketing-1","provider":"Sell Books .co.uk","version":"1.0","type":"link"}