Marketing

Clicks: 1
ID: 323697
2026
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Abstract
Marketing answers questions such as: How does Swedish outdoor clothing company, Fjällräven, build an attractive customer offering in the highly competitive global outdoor market? How does Roche South Africa monitor the marketing environment and maintain excellent appropriately priced products in a country with serious health inequalities and how does this affect its market strategy? In the UK, how is marketing used to develop the world’s first car-buying agent by a company with a profound vision to disrupt how customers acquire cars and car finance using voice commerce? The text is made up of three parts. The first part looks at core principles, contexts, customers and markets, and includes discussion on marketing principles, marketing ethics, sustainability, business-to-business marketing, consumer buying behaviour, services marketing, and marketing in the not-for profit context. The second part is about designing the marketing strategy. It looks at customer insight and marketing analytics, marketing strategy, the marketing environment, market segmentation and international market development, and branding. The third and final part is concerned with implementing the marketing mix, considering important topics such as pricing, marketing communications (including digital communications), managing the customer experience, and managing channels including supply chains and retailing.
Reference Key
openalex_W7172424963 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Paul Baines, Sara Rosengren, Paolo Antonetti, Sophie Whitehouse
Journal Oxford University Press eBooks
Year 2026
DOI
10.1093/hebz/9780198976509.001.0001
URL
https://doi.org/10.1093/hebz/9780198976509.001.0001
Keywords Keywords not found

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