IIMA Institutional Repository
This Institutional Repository has been created to collect, preserve and distribute the scholarly output of Indian Institute of Management, Ahmedabad. This will work as an important tool to facilitate scholarly communication and preserve the institution knowledge. The Vikram Sarabhai Library is proud to be hosting the repository for the dissemination and preservation of this valuable knowledge resource of the IIMA community.
Please use this identifier to cite or link to this item:
http://hdl.handle.net/11718/13939| Title: | Marketing |
| Authors: | Baines, Paul Fill, Chris Sinha, Piyush Kumar |
| Keywords: | Marketing - Management |
| Issue Date: | 1-Jan-2013 |
| Publisher: | Oxford University Press |
| Series/Report no.: | ;181239 |
| Description: | 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 online. Learn from real-life situations, and read about great campaigns from organizations such as Adani Wilmar, Oxfam, 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. |
| URI: | http://hdl.handle.net/11718/13939 |
| ISBN: | 9780198079446 |
| Appears in Collections: | Books |
Files in This Item:
There are no files associated with this item.
Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.