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Published: 20 January 2021

408 Pages


ISBN: 9780198829256

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This text is published by OUP Higher Education Division

New Edition

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.

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