Journals Higher Education



Published: 27 April 2014

768 Pages

10.4 x 7.7 inches

ISBN: 9780199659531

Also Available As:


Bookseller Code (06)

Online Resource Centre


Third Edition

Paul Baines and Chris Fill

  • Shows students first-hand how real world marketing practitioners approach and solve problems through the unique presentation of video interviews from companies such as Virgin Media, BBH, Brompton Bicycle, and Oxfam.
  • Each opening case poses a real marketing dilemma that students are encouraged to consider and is then explored in full via a DVD interview featuring the practitioner discussing how they chose to tackle it.
  • Regular links to seminal papers help students to take their learning further and introduce them to classic and contemporary influential contributions.
  • Packed full of bang up-to-date examples featuring organizations including Twitter, Hollister, iTunes, Red Bull, and Ikea.
  • Presents students with the latest exciting advances in new technology and the social web, and shows them how to take advantage of these in a marketing context.
  • Accompanied by access to our wealth of online resources, which includes tips and information on skills, as well as a variety of internet activities and multiple choice questions for students, and test bank of multiple choice and assessment questions for lecturers.

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