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Fifth Edition

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

March 2019

ISBN: 9780198809999

776 pages

In Stock

Price: £54.99

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



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

  • 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.

About the Author(s)

Paul Baines, Professor of Political Marketing, University of Leicester, Chris Fill, Director of Fillassociates and former Principal Lecturer, University of Portsmouth, Sara Rosengren, Professor of Marketing and Head of the Center for Retailing, Stockholm School of Economics, and Paolo Antonetti, Associate Professor of Marketing, Neoma Business School

Table of Contents

    1: Principles of marketing
    1:Marketing principles and practice
    2:Consumer buying behaviour
    3:Marketing research and customer insight
    2: Marketing management and strategy
    4:The marketing environment
    5:Marketing strategy
    6:Marketing segmentation and positioning
    7:International market development
    3: Managing marketing programmes
    8:New proposition development and innovation
    9:Price and customer value decisions
    10:Principles of marketing communications
    11:Configuring the marketing communications mix
    12:Digital and social media marketing
    13:Brand decisions
    4: Principles of customer management
    14:Channels, supply chains, and retailing
    15:Services and relationship marketing
    16:Business-to-business marketing
    5: The social impacts of marketing
    17:Not-for-profit and social marketing
    18:Marketing, society, sustainability, and ethics


"Just the right balance between rigour and accessibility, good case studies, and support for students mean this is still the best book for introductory marketing." - Dr Declan Scully, University of Roehampton

"A very good balance of theory and practices with a pleasing diversity of examples." - Dr Kevan Williams, University of East Anglia

"An excellent read for students new to the subject." - Dr Winifred Onyas, University of Leicester

"Logically written and future-facing; will help to equip students with the knowledge to prepare them for a job in marketing." - Jenny Bratherton, Regent's University London

"It is a book that students will find easy to digest, and the cases are interesting for in-class discussion. The case study questions are not always straightforward and therefore encourage students to think." - Dr Fatima Wang, King's College London

"We have been using Marketing by Baines et al since the second edition. The text and the cases really bring the subject to life, providing good, global examples that students can relate to, covering not just organizations and products, but also the environment. An extremely valuable textbook that I fully recommend." - Robert Leonardi, Södertörn University

"This is a very well-balanced text providing students with extensive theoretical and practical marketing knowledge in a contemporary and easily followed way. The text is well pitched and reflects the changing and evolving nature of marketing in a format that supports and engages the learner." - Dr Laura Bradley, Ulster University

"Engaging book which suits modern students needs with excellent real-life examples, activities and links to academic research." - Graham Harrison, University of Sussex

Additional Resources

Digital formats and resources

Marketing is supported by online resources and is available for students and institutions to purchase in a variety of formats.

The e-book offers a mobile experience and convenient access along with functionality tools, navigation features 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
Industry foresight videos
Library of video links

For students:
Author audio podcasts
Multiple-choice questions
Flashcard glossary
Internet activities
Research insights
Web links

For lecturers:
VLE content
PowerPoint slides
Test bank of multiple-choice questions
Essay questions
Tutorial activities
Discussion question pointers
Figures and tables from the book
Case insight video transcripts

Explore the new and updated features of the fifth edition with our interactive tabbing guide which you can download here.

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