ean 9780199659531 temática MARKETING edición 3ª año Publicación 2014 idioma INGLÉS editorial OXFORD UNIVERSITY PRESS formato RÚSTICA 59,13 €    PEDIR

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marketing

Shows students first-hand how real world marketing practitioners approach and solve problems through the unique presentation of video interviews from companies such as Virgin Media, BBH, Brompton Bicycle, and Oxfam. Each opening case poses a real marketing dilemma that students are encouraged to consider and is then explored in full via a DVD interview featuring the practitioner discussing how they chose to tackle it. Regular links to seminal papers help students to take their learning further and introduce them to classic and contemporary influential contributions. Packed full of bang up-to-date examples featuring organizations including Twitter, Hollister, iTunes, Red Bull, and Ikea. Presents students with the latest exciting advances in new technology and the social web, and shows them how to take advantage of these in a marketing context. Accompanied by access to our wealth of online resources, which includes tips and information on skills, as well as a variety of internet activities and multiple choice questions for students, and test bank of multiple choice and assessment questions for lecturers. New to this edition Features a new chapter dedicated to branding, and streamlined coverage of relationship and services marketing, all in keeping with market recommendations. Brought fully up to date with the developments in the industry. The chapter on digital marketing has been refocused to cover social media, coverage of innovation has been included in the chapter on managing products, and material on consumer insight has been incorporated into the marketing research chapter. New bespoke video cases have been filmed with companies including Virgin Media, Bartle Bogle Hegarty, Brompton Bicycle, BrainJuicer, Budweiser Budvar, Livity, and MESH Planning. Imagine you had the opportunity to teach your marketing module from within the marketing department of a top company? This third edition of Marketing maintains the fresh and practice- focused approach for which it has become so popular, and continues to provide students with a truly unique insight into the fascinating world of a marketing practitioner through informative and engaging bespoke video interviews with those in the industry. - How did a youth engagement agency Livity use young people’s affiliation for music to raise awareness of Childline? - What social media campaign did Virgin Media decide upon to promote superfast broadband? - How did BBH go about shifting reader perceptions of the Guardian newspaper? - Which message did Budweiser Budvar decide to develop in order to build strong emotional links with its customers? Fully integrated with the topics covered in the textbook, each practitioner interview demonstrates how marketing problems are approached and solved in the real world. Hear from an international mix of companies including Virgin Media, Orange, Bartle Bogle Hegarty, Brompton Bicycle, Oxfam, BrainJuicer, Budweiser Budvar in the Czech Republic, Systembolaget in Sweden, and RAK Bank in the UAE. Theory is firmly set in context for students through extensive use of integrated examples and mini cases within each chapter featuring companies such as twitter, itunes, and Red Bull, and covering marketing in a global context discussing Unilever operating in China, Nestle marketing in Malaysia, and a company selling halal meat in North London. Review and discussion questions conclude each chapter bringing together the themes discussed and encouraging students to engage with the material. Links to seminal papers throughout each chapter also present the opportunity to take this learning further, if desired. Employing their trademark lively writing style, the authors continue to encourage students to explore beyond the classical marketing perspectives, provoking them into thinking critically about how they would approach marketing issues. Students will learn the theory that supports those skills vital to successfully engaging with marketing across all areas of society, from dealing with sceptical consumers, selling products to the government, and deciding which pricing approach to adopt, through to the ethical implications of marketing to children, and being aware of how to use social networking sites to their advantage. Supporting both students and lecturers are the accompanying online resources: For lecturers: - Access exclusive video interviews of marketers from well-known organizations including Virgin Media and BBH to share with your students and help make marketing theory relevant to them - 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: - Learn from the top recruitment professionals on the attributes they look for in graduates entering the workplace - Explore the latest developments in digital marketing and social media - Download our expert authors’ podcasts to learn and revise on the go - Check you’ve really understood with a wealth of multiple choice questions, worksheets and activities

indíce

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:: Marketing Environment 5:: Marketing Strategy 6:: Market Segmentation and Positioning 7:: Developing International Markets Part Three: The Marketing Mix 8:: Innovation and New Proposition 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 and Postmodern Perspectives in Marketing