Fundamentals of Marketing 2e - Paperback

by Paul Baines (Author), Sophie Whitehouse (Author), Sara Rosengren (Author)

How did the start-up dating app, CLikD, quickly rise to become an award-winning competitor to Tinder and Bumble? How should organizations incorporate social media into their communication campaigns? What can you learn from these practices and how could it help you in your future career?

Combining the most essential theories and offering a global range of cases and practitioner insights, Fundamentals of Marketing is the most relevant, concise guide to marketing. Based on the bestselling Marketing by Baines, Fill, Rosengren and Antonetti, this text will take you on a journey from the traditional marketing mix to the cutting-edge trends of the discipline such as sustainability, ethics, and digitalization. Along the way, cases and market insights featuring international companies and organisations such as Tesla, Brompton Bicycles, and Cambridge Analytica will take you beyond the theory to understand marketing at work in the business world, making sure you are equipped with the knowledge you need to promote a company's success in the future.

In addition to the case studies within the book, a fully integrated companion website allows you to learn from real-life marketers whose video interviews offer a more in-depth view of their world. From Ammon Zeus to Aircall, The Guardian to Spotify, Fundamentals of Marketing highlights up and coming start-up businesses as well as household names, discussing the real-life marketing dilemmas they have faced and discovering how they navigated their way to a positive outcome.

Review and discussion questions conclude each chapter, acting as a checkpoint to examine the themes discussed in more detail and critically engage with the theory. Links to seminal papers throughout each chapter also present the opportunity for you to take your learning further and read selected topics in more depth.

Fundamentals of Marketing has all you need to begin your journey into the fascinating world of marketing.

The book is accompanied by the following online resources:

For everyone:
Case Insight videos
Library of video links
Worksheets

For students:
Employability guidance and marketing careers insights
Author audio podcasts
Multiple choice questions
Flashcard glossaries
Internet activities
Research Insights
Web links

For lecturers:
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

Author Biography

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, 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