ISBN 9780198079446,Marketing - The New Generation Marketing Text

Marketing - The New Generation Marketing Text



Oxford University Press India

Publication Year 2013

ISBN 9780198079446

ISBN-10 0198079443

Paper Back

Number of Pages 728 Pages
Language (English)


Marketing is an exciting new textbook packed with learning features, combining authority with a lively and engaging writing style; and a diverse range of resources, available on line.

Learn from real-life situations, and read about great campaigns from organizations such as Adani Wilmar, Oxford, Orange, and The Leela Palaces. Experience firsthand what top marketers actually do and the challenges they face in today's business environment. Discover the latest exciting advances in new technology and the social web, and learn how to take advantage of these in a marketing context.

Designed for postgraduate students pursuing courses in business management, this textbook will be equally useful to marketing practitioners, particularly because of the real-life case insights presented by marketing professionals. Recognizing the need to go further than the traditional 4Ps approach, the text reflects on newer perspectives, covering topics such as relational, not-for-profit, digital, and post-modern marketing. It provides powerful learning insights into marketing theory and practice, through a series of 'Insight' features: Case Insights, Market Insights, Research Insights.

About the Author
Paul Barnes is Reader in Marketing at Cornfield School of Management, Cranfield University.

Chris Fill is Director of Fill associates, and formerly Principal Lecturer at the University of Portsmouth.

Kelly Page is Lecturer in Digital Media Marketing at Cardiff Business School.

Piyush Kumar Shina is Professor, Marketing, and Chairperson, Center for Retailing, Indian Institute of Management Ahmadabad