Fundamentals of Marketing

Second Edition

Paul Baines, Sophie Whitehouse, Sara Rosengren, and Paolo Antonetti

Covers the essential theories and latest trends to take students from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization.
An international range of chapter-opening case insights, enhanced by video interviews with marketing specialists from the featured companies, pose real-life marketing dilemmas and show students first-hand how marketing practitioners approach real-world problems.
End-of-chapter review and discussion questions consolidate learning and facilitate critical appraisal of the key concepts examined in the chapter.
Accompanied by an extensive online support package, including video interviews with marketing specialists, a variety of internet activities and multiple-choice questions for students; and a test bank of multiple choice and assessment questions for lecturers.
Links to seminal papers throughout the chapters enable students to take their learning further, and introduces them to classic and contemporary influential contributions.
Also available as an e-book enhanced with self-assessment activities and multi-media content to offer a fully immersive experience and extra learning support

New to this Edition:

A new chapter on Marketing, Society and Sustainability and Ethics; as well as updated coverage on digital and social media marketing, emphasises the balance between traditional marketing theory and leading trends.
A third of the case insights have been updated and replaced to feature both established companies and successful start-ups such as Novartis (Sweden), Aircall (USA) and Tarkett (France).
Half of all market insights are new for this edition and constitute a broader range of European, digital, and ethics-focused examples to illustrate the reality of marketing in today's business world. New market insights include the Greek trading company STEROPAL's survival of the Greek economic crisis; underwear brand Björn Borg's viral, digital marketing game; and Patagonia's commitment to sustainability.

New Edition

Fundamentals of Marketing

Second Edition

Paul Baines, Sophie Whitehouse, Sara Rosengren, and Paolo Antonetti

Description

How did the start-up dating app, CLikD, quickly rise to become an award-winning competitor to Tinder and Bumble? How should organizations incorporate social media into their communication campaigns? What can you learn from these practices and how could it help you in your future career?

Combining the most essential theories and offering a global range of cases and practitioner insights, Fundamentals of Marketing is the most relevant, concise guide to marketing. Based on the bestselling Marketing by Baines, Fill, Rosengren and Antonetti, this text will take you on a journey from the traditional marketing mix to the cutting-edge trends of the discipline such as sustainability, ethics, and digitalization. Along the way, cases and market insights featuring international companies and organisations such as Tesla, Brompton Bicycles, and Cambridge Analytica will take you beyond the theory to understand marketing at work in the business world, making sure you are equipped with the knowledge you need to promote a company's success in the future.

In addition to the case studies within the book, a fully integrated companion website allows you to learn from real-life marketers whose video interviews offer a more in-depth view of their world. From Ammon Zeus to Aircall, The Guardian to Spotify, Fundamentals of Marketing highlights up and coming start-up businesses as well as household names, discussing the real-life marketing dilemmas they have faced and discovering how they navigated their way to a positive outcome.

Review and discussion questions conclude each chapter, acting as a checkpoint to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity for you to take your learning further and read selected topics in more depth.

Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.

Digital formats and resources
The second edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources.
- The e-book offers a mobile experience and convenient access along with self-assessment activities, hyperlinked further reading, and links that offer extra learning support: www.oxfordtextbooks.co.uk/ebooks
- The book is accompanied by the following online resources:

For everyone:
Case insight videos
Library of video links
Worksheets

For students:
Employability guidance and marketing careers insights
Author audio podcasts
Multiple choice questions
Flashcard glossaries
Internet activities
Research insights
Web links

For lecturers:
VLE content
PowerPoint slides
Test bank
Essay questions
Tutorial activities
Marketing resource bank
Pointers on answering the discussion question at the end of each chapter of the book
Figures and tables from the book in electronic format
Transcripts of the case insight videos

New Edition

Fundamentals of Marketing

Second Edition

Paul Baines, Sophie Whitehouse, Sara Rosengren, and Paolo Antonetti

Part 1: Understanding customers
1:Marketing principles and society
2:Understanding customer behaviour
3:Marketing research and customer insight
Part 2: Designing and delivering the marketing strategy
4:Marketing environment and strategy
5:Market segmentation and positioning
Part 3: Implementing the marketing mix
6:Proposition and branding decisions
7:Pricing and value creation
8:Marketing communications and principles
9:Managing channels and distribution
10:Digital and social media marketing
Part 4: Managing marketing relationship
11:Services marketing and customer experience management
12:Marketing, society, sustainability, and ethics

New Edition

Fundamentals of Marketing

Second Edition

Paul Baines, Sophie Whitehouse, Sara Rosengren, and Paolo Antonetti

Author Information

Paul Baines, Professor of Political Marketing and Associate Dean (Business & Civic Engagement), University of Leicester School of Business, Sophie Whitehouse, Teaching Fellow in Marketing, University of Leicester School of Business, Sara Rosengren, Professor of Marketing and Retailing; and Head of the Center for Retailing, Stockholm School of Economics, and Paolo Antonetti, Associate Professor of Marketing and Director of the Global Executive MBA, NEOMA Business School

Professor Paul Baines is Professor of Political Marketing and Associate Dean (Business & Civic Engagement) at the University of Leicester School of Business, UK

Dr Sophie Whitehouse is a Teaching Fellow in Marketing at the University of Leicester School of Business, UK

Professor Sara Rosengren is Professor of Marketing and Retailing; and Head of the Center for Retailing at the Stockholm School of Economics, Sweden

Professor Paolo Antonetti is Associate Professor of Marketing and Director of the Global Executive MBA at NEOMA Business School, France

New Edition

Fundamentals of Marketing

Second Edition

Paul Baines, Sophie Whitehouse, Sara Rosengren, and Paolo Antonetti

Reviews and Awards

"Review from previous edition Fundamentals of Marketing is a mini bible when it comes to understanding the basics of marketing - especially for students who do not come from a marketing background. " - Marilena Antoniadou, Manchester Metropolitan University

"Fundamentals of Marketing provides a good overview of marketing theories and concepts. It is well supported by market insights, discussions, review questions and online resources that are invaluable for students' learning as well as lecturers to deliver teaching...Written in a clear and comprehensible manner, the presentation of the contents is appealing and attention worthy." - Lianne van den Berg-Weitzel, Utrecht University of Applied Sciences