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Published: 18 March 2019

776 Pages


ISBN: 9780198809999

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This text is published by OUP Higher Education Division

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Fifth Edition

Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti

  • The connection between marketing theory and practice is made explicit throughout, with examples and Market Insights, featuring companies as diverse as Dolce and Gabbana, Groupon, and KBC Bank, as well as SMEs, not-for-profits, and social enterprises.
  • Chapter opening Case Insights, enhanced by online video interviews with the marketing specialists featured, pose real-life dilemmas and show students first-hand how marketing practitioners approach real-world problems.
  • Marketing practice is presented in a global context, including discussions of advertising in the Middle East, Soberana marketing in Panama, and LEGO's expansion into emerging markets.
  • Presents students with the latest advances in technology and social media, and the innovative ways these tools can be used in marketing.
  • Regular links to seminal papers help students to take their learning further and introduce them to the most influential classic and contemporary contributions to the field.
  • Accompanied by the most extensive online support package available, including a variety of internet activities and multiple-choice questions for students, and a test bank of multiple choice and assessment questions for lecturers.
  • Also available as an e-book with functionality, navigation features, and links that offer extra learning support

New to this Edition:

  • New Case Insights and accompanying video interviews feature companies such as Ipsos MORI, Åkestam Holst, and Adnams.
  • New videos feature top practitioners offering valuable career advice for marketing students and those looking to develop their marketing careers.
  • New Market Insights incorporate a broader range of more international, digital, and ethics-focussed examples, such as GlaxoSmithKline's bribery case in China, the NHS's demarketing of smoking in pregnancy, and how retailers such as McDonald's are embracing mobile apps.
  • New and extended coverage of co-creation, social media, demarketing, and stakeholder marketing, as well as exploration of the topical issues of showrooming, political microtargeting, fast fashion, and 'femvertising' ensure this edition reflects the latest developments in the field.

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