Essentials of Marketing

PART 1. MARKETING FUNDAMENTALS ; 1. Marketing Principles and Society ; 2. The Global Marketing Environment ; 3. Understanding Consumer Behaviour ; 4. Marketing Research ; PART 2. PRINCIPLES OF MARKETING MANAGEMENT ; 5. Marketing Strategy ; 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 ; 11. Retailing and Channel Management ; PART 4. PRINCIPLES OF RELATIONAL MARKETING ; 12. Services Marketing and CRM

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 runshis 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 devourcurrent 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 inMarketing 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 tobe published in its sixth edition. He has just published Essentials of Marketing Communications, and Corporate Reputation, and Business MarketingKelly 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