Marketing - Softcover

Baines, Paul; Fill, Chris; Rosengren, Sara

Softcover

ISBN 10: 0198748531 ISBN 13: 9780198748533

Publisher: Oxford University Press, 2017

Synopsis

NA

About this title

About the Author:

Paul Baines, Professor of Political Marketing, Cranfield School of Management,Chris Fill, Director of Fillassociates, Visiting Professor at Poitiers Business School, formerly Principal Lecturer at the University of Portsmouth, and Senior Examiner at the Chartered Institute of Marketing, ,Sara Rosengren, Associate Professor of Marketing, Stockholm School of Economics

Paul Baines is Professor of Political Marketing at Cranfield University. He is author/co-author of more than a hundred published articles, book chapters, and books on marketing issues. Over the last 20 years, Paul's research has particularly focused on political marketing, public opinion, and propaganda. He is a Fellow of the Chartered Institute of Marketing, and a member of the Market Research Society (MRS), ESOMAR and the Academy of Marketing, and a Fellow of the Institute of Directors. Paul's consultancy includes experience working with various government departments on strategic communication research projects as well as many small, medium, and large private enterprises including Saint Gobain Glassolutions, IBM, 3M, and many more, on market research/marketing planning. Paul is Director of Baines Associates Limited.

Chris Fill is Director of Fillassociates, who develop and deliver learning materials related to marketing and corporate communications.
(see www.chrisfill.com)
Formerly Principal Lecturer at the University of Portsmouth, Chris now works with a variety of private and not-for-profit organizations including several publishers. He is a Fellow of the Chartered Institute of Marketing where he was the Senior Examiner responsible for the marketing communications modules, and more recently the Professional Postgraduate Diploma module, Managing Corporate Reputation. In addition to numerous papers published in a range of academic including his market leading and internationall recognized textbook, Marketing Communications, now in its seventh edition.
Sara Rosengren is Associate Professor of Marketing at Stockholm School of Economics, where she holds the position as Head of Research at the Center for Retailing. She is also a board member of the European Advertising Academy. Sara's research on creative marketing communications has been published in leading academic journals such as the Journal of Advertising, Journal of Advertising Research, and Journal of Brand Management. She is especially renowned for her work on advertising equity and in 2015 she was ranked as one of the top 5% of advertising researchers worldwide. Sara is passionate about bridging the gap between the marketing academy and practice. She is frequently invited to speak at academic institutions, industry seminars, and company get-togethers and regularly comments on marketing-related phenomena in Swedish media.

Review:

"A comprehensive introductory text that provides students with fundamental theoretical principals of marketing. The theory is well explained and illustrated throughout by relevant examples."

-- Denise Daniels, Newcastle University

"An excellent introduction to marketing from a managerial and academic perspective. Engages students with the right balance between theory and marketing practice."

-- Wybe Popma, Brighton Business School

About this edition

• Publisher: Oxford University Press
• Publication date: 2017
• ISBN 10: 0198748531
• ISBN 13: 9780198748533
• Binding: Paperback
• Edition number: 4
• Number of pages: 732