Essentials of Marketing

Following the outstanding success of Baines, Fill and Page's bestselling textbook,Essentials of Marketinghas arrived! Retaining the exciting and dynamic approachMarketingis 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

Paul Baines is Reader in Marketing and Director, MSc Strategic Marketing at Cranfield School of Management, Cranfield University. He is an international authority in the field of political marketing and Managing Editor, Europe, for the Journal of Political Marketing. He has published widely in journals and books on marketing topics including on public relations, public opinion, market segmentation and positioning, marketing research and strategic marketing. Paul runs his own strategic marketing and research consultancy, Baines Associates, which has undertaken work for a number of large and medium sized organisations including government departments, national charities and private sector organisations. In this spare time, he likes to swim, travel and devour current affairs magazines.


Chris Fill is a Director of Fillassociates. The company develops resources relating to marketing, communications, advertising and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris now works with a variety of organisations. He is a Visiting Professor at the Grenoble Graduate School of Business and a Fellow of the Chartered Institute of Marketing where he was the Senior Examiner responsible for designing, writing and managing the Professional Diploma in Marketing Communications and subsequently the Professional Postgraduate Diploma module, Managing Corporate Reputation. In addition to numerous papers published in a range of academic journals, he has authored several books, including his internationally recognised text Marketing Communications, soon to be published in its sixth edition. He has just published Essentials of Marketing Communications, and Corporate Reputation, and Business Marketing

Kelly is a researcher, writer and speaker, and works in partnership with organizations exploring situated digital and social media learning and practices in organizational communications and developing case and strategic insights for digital participation. Kelly has a PhD on Web Knowledge(UNSW), is Associate Editor of Journal of Consumer Behaviour and authority on Digital Marketing for the 3rd Wiley Encyclopedia of Management. Her work is published in Psychology and Marketing, Behaviour and Information Technology, International Journal of Retailing and Distribution Management, Consumer Behaviour, and is co-author of Marketing. She won Best Paper in Interactive Marketing at the 2010 AM Conference for her work on 'The Web Makes Youth Feel', presented at the 2011 TedxCardiff on 'Rediscovering Friendship', and is member of the Academy of Marketing Research Committee (AMRC). Kelly is a lecturer in Digital Media Marketing at Cardiff University and a visiting fellow at Cranfield School of Management

Part 1. Marketing Fundamentals
1. Marketing Principles and Society
2. The Global Marketing Environment
3. Understanding Consumer Behaviour
4. Market Research and Marketing Information Systems
Part 2. Principles of Marketing Management
5. Marketing Strategy and Implementation and Control
6. Market Segmentation and Positioning
Part 3. The Marketing Mix Principle
7. Products, Services and Branding Decisions
8. Price Decisions
9. An Overview of Marketing Communications
10. Managing Marketing Communications: Planning and Implementation
11. Channel Management and Retailing
Part 4. Principles of Relational Marketing
12. Services Marketing