Essentials of Marketing

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 has a PhD on Web Knowledge(UNSW), is Associate Editor of Journal of Consumer Behaviour and authority on Digital Marketing for the 3rd Wiley Encyclopedia of Management. Her work is published in Psychology and Marketing, Behaviour andInformation Technology, International Journal of Retailing and Distribution Management, Consumer Behaviour, and is co-author of Marketing. She won Best Paper in Interactive Marketing at the 2010 AM Conference for her work on ´The Web Makes Youth Feel´, presented at the 2011 TedxCardiff on ´RediscoveringFriendship´, and is member of the Academy of Marketing Research Committee (AMRC). Kelly is a lecturer in Digital Media Marketing at Cardiff University.