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| Category |
MARKETING
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| Abstract |
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, BICYCLE, OXFAM BRAINJUICER, BUDWEIDER BUDVAR IN CZECH REPUBLIC, SYSTEMBOLAGET IN SWEDEN AND RAK BANK IN 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 UNLIEVER 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 SEMINALPAPAERS 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.
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| ISBN |
9780199659531
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| Author(s) |
FILL, CHRIS
,
BAINES, PAUL, 1973-
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| Credits |
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| Edition |
3RD ED.
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| Year |
2014
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| Publisher |
OXFORD UNIVERSITY PRESS
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| Type |
BOOK
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| Keywords |
MARKETING
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| Language |
English |
| Collation |
735 P., 28 CM.
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