000			02480nam a2200217 a 4500
001			58689
005			20260219124012.0
020			_a9780198829256
040			_aAIS _dAIS
100			_aPaul Baines
100			_aSophie Whitehouse
100			_aSara Rosengren
100			_aPaolo Antonetti
245			_alFundamentals of Marketing
082			_a658.8
250			_a2nd
260			_aUK _bOxford University Press _c2021
520			_aHow did the start-up dating app, CLikD, quickly rise to become an award-winning competitor to Tinder and Bumble? How should organizations incorporate social media into their communication campaigns? What can you learn from these practices and how could it help you in your future career? Combining the most essential theories and offering a global range of cases and practitioner insights, Fundamentals of Marketing is the most relevant, concise guide to marketing. Based on the bestselling Marketing by Baines, Fill, Rosengren and Antonetti, this text will take you on a journey from the traditional marketing mix to the cutting-edge trends of the discipline such as sustainability, ethics, and digitalization. Along the way, cases and market insights featuring international companies and organisations such as Tesla, Brompton Bicycles, and Cambridge Analytica will take you beyond the theory to understand marketing at work in the business world, making sure you are equipped with the knowledge you need to promote a company's success in the future. In addition to the case studies within the book, a fully integrated companion website allows you to learn from real-life marketers whose video interviews offer a more in-depth view of their world. From Ammon Zeus to Aircall, The Guardian to Spotify, Fundamentals of Marketing highlights up and coming start-up businesses as well as household names, discussing the real-life marketing dilemmas they have faced and discovering how they navigated their way to a positive outcome. Review and discussion questions conclude each chapter, acting as a checkpoint 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 for you to take your learning further and read selected topics in more depth. Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.
655			_aMarketing
650			_a(MGT-103) Understanding Markets and Marketing
999			_c58689 _d58689