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Fundamentals of Marketing

Second Edition

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

20 January 2021

ISBN: 9780198829256

408 pages

In Stock

Price: £44.99

Accessible, relevant, and realistic: the complete resource for students looking for a streamlined introduction to marketing theory and practice.



Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.

  • 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.

About the Author(s)

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

Table of Contents

    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


"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

Additional Resources

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

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

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