About the Author(s)
Paul Baines, Paolo Antonetti, and Sara Rosengren
Paul Baines is Professor of Political Marketing and Associate Dean (Business & Civic Engagement) at the University of Leicester School of Business, UK.
Sara Rosengren is Professor of Marketing and Head of the Center for Retailing at the Stockholm School of Economics, Sweden.
Paolo Antonetti is Professor of Marketing and Director of the Global Executive MBA at Neoma Business School, France.
"A refreshing take on marketing 101 theory. It has an excellent range of global examples, which is helpful in broadening student understanding and engagement. The text has useful critical discussion elements and, importantly, makes the effort to explain how key theories work in practice." - Dr Helen Millward, Keele University
"The go-to book for those new to marketing and the one that links theory to practice.
" - Mr Marcus Thompson, University of Aberdeen
"I highly recommend this book for undergraduate students. This book has incorporated marketing theories throughout the chapters and discusses marketing opportunities, strategies, practices, challenges, risks, and constraints by providing contemporary examples from real-world businesses." - Professor Elham Rahbar, Niels Brock Copenhagen Business College
"Contemporary and practical without missing theoretical aspects, this book is written in a student-friendly style with the inclusion of appealing cases." - Mr Chris Liasidis, University of York, Europe Campus
"An engaging read that bridges the gap between theory and practice. 21st century students will find this book appeals to their senses!" - Dr Tim Stone, University of Aberdeen
"This revised edition provides a comprehensive, yet easily accessible, introduction to marketing for undergraduate and postgraduate students. Content is topical with current application, which reflects the changing business world." - Mr David Lane, Leeds Beckett University
"This book provides a good overview of the core marketing concepts. It has many up-to-date examples and nice marketing insights and cases.
" - Dr Nina Belei, Radboud University