Essentials of Marketing

Auteur: Paul Baines
Taal: Engels
Essentials of Marketing

Uitgever: Oxford University Press

Co-auteur: Kelly Page
  • Engels
  • Paperback
  • 9780199646500
  • Druk: 1
  • december 2012
  • 440 pagina's
Alle productspecificaties


Following the outstanding success of Baines, Fill and Page's bestselling textbook, Essentials of Marketing has arrived! Retaining the exciting and dynamic approach Marketing is renowned for, this is the must have textbook for students looking to shine and excel in their marketing studies and future careers.

Do your students need a fresh and concise introduction to marketing?
Are they motivated by learning first hand from marketers at organizations like HMV and System Bolaget ?
Are they excited by the prolific growth in social media and its implications for marketing?

Packed full of exciting and meaningful cases from organizations such as IKEA, FourSquare, Groupon and WOMAD, students are encouraged to think critically and consider how they would tackle the real marketing challenges and issues encountered by professionals on a daily basis.

Covering the latest trends and developments in marketing, including social media and mobile marketing, students are given the opportunity to go beyond classical marketing theories and explore the latest cutting edge perspectives

Lecturers and students are provided with truly innovative online resources which are carefully integrated with the textbook.

For lecturers:
DT Access exclusive video interviews of marketers from well-known organizations including HMV and Innocent to share with your students and help make marketing theory relevant to them
DT Save time by using the fantastic bank of additional resources including PowerPoint slides, comprehensive library of YouTube clips, test bank and tutorial activities to help support your teaching.

For students:
DT Learn from the top recruitment professionals on the attributes they look for in graduates entering the workplace
DT Explore the latest developments in digital marketing and social media
DT Download our expert authors' podcasts to learn and revise on the go
DT Check you've really understood with a wealth of multiple choice questions, worksheets and activities


When Marketing was first published in 2008, I must confess to being sceptical at the launch of yet another marketing textbook. However, on reading it, my reaction was 'wow' as it is outstanding in every department. Now, these talented, experienced authors have launched Essentials of Marketing. My advice to all lecturers and students to is to take a look inside - like its cousin, it is a remarkable introduction to marketing * Malcolm McDonald, Emeritus Professor, Cranfield University * Essentials of Marketing's coverage of core topics is first rate, and the discussions about marketing ethics, digital and social marketing are simply essential to our understanding of the way in which marketing practice influences today's society. Highly recommended * Robert P. Ormrod, Associate Professor, Aarhus University * This excellent book provides the perfect balance of theory and practice for those seeking a thorough grasp of marketing. Concise and accessible, yet crammed with interesting and highly relevant case studies, the authors have really succeeded in bringing the subject to life! * Dr. Ian Richardson, Stockholm University, School of Business * An absolute must for all marketing students! This text provides outstanding coverage of core marking knowledge underpinned by relevant, new and up-to-date cases * Dr Frauke Mattison Thompson, Lecturer in Marketing, King's College, London *

van de 5
Aantal reviews: 4
  • Uitgebreide informatie in kwaliteit
    • Toegankelijk
    • Praktisch toepasbaar
    • Heldere uitleg

    Het boek "Essentials of Marketing" is zonder twijfel een van de beste marketing boeken op de markt. De auteurs Paul Baines, Chris Fill en Kelly Page hebben geweldig werk geleverd. Het boek is duidelijk en helder ingedeeld in categorieën. Elke categorie belicht een aspect van marketing, daarnaast biedt het boek ook veel online content aan via de "online resource centre" waarmee je in de diepte van de theorie duikt. Kortom een kwalitatief uitstekende literatuur voor iedereen die iets wilt doen met marketing.

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  • Essentials of Marketing een must to have
    • Praktisch
    • Compleet

    Naast de snelle levering was dit precies het boek dat ik zocht. Materie staat goed beschreven

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  • nutti
    • Heldere uitleg
    • Praktisch toepasbaar
    • Toegankelijk
    • nuttig
    Toon alle punten Toon alleen de eerste 3 punten

    ik heb dit boek gekocht voor school en tot nu toe was hij heel nuttig!

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24,6 x 19 x 2,2 cm
Aantal pagina's
440 pagina's
Met illustraties


Paul Baines Chris Fill
Chris Fill
Oxford University Press



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