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Sixth Edition

Paul Baines, Sara Rosengren, and Paolo Antonetti

30 March 2022

ISBN: 9780192893468

784 pages

In Stock

Price: £54.99

The theories. The relevance. The reality. The complete package.



With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing provides the skills vital for successful engagement with marketing across all areas of society.

  • Marketing theory is brought to life through a range of contemporary examples, market insights and practitioner insights, featuring leading industry names from across the globe, including BLACKPINK (Korea), Google (US), Mazda (Japan), and Klarna (Sweden).
  • Students are invited into the professional world through dilemma-focused video interviews with practitioners, who discuss the marketing solutions they reached, and offer expert career advice.
  • A new enhanced e-book with embedded online resources offers a more flexible and stimulating way to learn.
  • Written by full professors from world-class institutions who offer research-informed teaching material to support educators and provide critical, high-quality learning material for students.
  • A four-part structure and clear approach expertly guide students through the subject: core principles, marketing strategy, marketing tactics, and marketing and society.

New to this edition

  • Now available as an enhanced e-book with embedded digital resources providing a more engaging and flexible learning experience.
  • New videos of the authors discussing key concepts are available as part of the enhanced e-book, acting as a revision tool which further helps students to grasp more difficult theories.
  • 50% of Practitioner Insights are new for this edition and feature companies from a range of countries and sectors, including Interflora Sweden (flowers), Croatia Osiguranje (insurance), Moa Jula Herbal Co. (toothpaste) and eDreams ODIGEO (travel).
  • Research insights now pose critical thinking questions in relation to the research being explored, encouraging students to critically assess the research they read.
  • New and updated market insights cover a broader range of international, digital, SME-focused, and sustainability-focused examples.
  • Extended coverage of the latest phenomena in marketing, including artificial intelligence, digital transformation, co-creation, and marketing analytics.

About the Author(s)

Paul Baines, Sara Rosengren, and Paolo Antonetti

Paul Baines is Professor of Political Marketing and Deputy Dean (Strategic Projects) 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.

Table of Contents

    Part One: Core Principles, Context and Customers
    1:Marketing principles and practice
    2:The marketing environment
    3:Consumer buying behaviour
    4:Business to business marketing
    5:Services and relationship marketing
    Part Two: Marketing Strategy
    6:Marketing strategy
    7:Marketing research and analytics
    8:Market segmentation and positioning
    9:International marketing development
    10:Branding decisions
    Part Three: Marketing Tactics
    11:Product: new proposition development and innovation
    12:Place: channels, supply chains, and retailing
    13:Price and customer value
    14:Promotion I: principles of marketing communications
    15:Promotion II: configuring the marketing communications mix
    16:Digital and social media marketing
    Part Four: Marketing and Society
    17:Not-for-profit and social marketing
    18:Marketing, society, sustainability and ethics


"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

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