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Fundamentals of Marketing | 9780198748571
Fundamentals of Marketing | 9780198748571
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Do you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organization can incorporate social med...

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Do you want to know how a traditionally French brand expands into an international market, how a department store can channel its business online, or how any organization can incorporate social media into their communication campaigns? What can you learn from these practices, how do they incorporate sustainability and ethical practice, and how could it influence your career, whether in marketing or not? Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to help build their theoretical understanding of marketing into skilful practice. Covering the most essential theories and latest trends, this book take you from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization.

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ISBN
9780198748571
Auteur
Paul Baines Sophie Whitehouse
Kaft
Paperback
Uitgeverij
Oxford University Press
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