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
"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
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.
Industry foresight videos
Library of video links
Author audio podcasts
Test bank of multiple-choice questions
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.