Fundamentals of Marketing
Author:   Paul Baines (University of Leicester) ,  Sophie Whitehouse (King's College London) ,  Paolo Antonetti (EDHEC Business School) ,  Sara Rosengren (Stockholm School of Economics)
Publisher:   Oxford University Press
Edition:   3rd Revised edition
ISBN:  

9780198910817


Pages:   384
Publication Date:   01 August 2025
Format:   Paperback
Availability:   To order   Availability explained


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Fundamentals of Marketing


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Author:   Paul Baines (University of Leicester) ,  Sophie Whitehouse (King's College London) ,  Paolo Antonetti (EDHEC Business School) ,  Sara Rosengren (Stockholm School of Economics)
Publisher:   Oxford University Press
Imprint:   Oxford University Press
Edition:   3rd Revised edition
ISBN:  

9780198910817


ISBN 10:   0198910819
Pages:   384
Publication Date:   01 August 2025
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Forthcoming
Availability:   To order   Availability explained

Table of Contents

Part 1: Marketing and Society 1: Marketing principles 2: Marketing, Society, Sustainability and Ethics 3: Understanding customer behaviour 4: Customer insight Part 2: Marketing Management 5: Marketing environment and strategy 6: Market segmentation and positioning 7: Managing the customer experience 8: Services Marketing Part 3: Implementing the marketing mix 9: Proposition and branding decisions 10: Pricing and value creation 11: Marketing communications 12: Managing channels and distribution

Reviews

Review from previous edition A valuable resource for teaching the foundational concepts of marketing. The book offers a well-structured approach to introducing students to the core principles and practices of marketing in today's dynamic business environment. * Dr Marilena Antoniadou, Manchester Metropolitan University * A Marketing Bible - all you ever need to know about marketing in one place. * Dr Irute Karanicholas, University of Reading *


Author Information

Paul Baines is Professor of Political Marketing and Head of Executive Education at University of Leicester School of Business. Sophie Whitehouse is a Lecturer in Marketing (Education) at King>'s Business School, King>'s College London, where she leads modules on marketing principles. Paolo Antonetti is Professor of Marketing at EDHEC Business School (France). Sara Rosengren is Professor of Business Administration (Marketing) and holder of the Ica Retailers' Chair in Business Administration at the Stockholm School of Economics where she also heads the school's Center for Retailing.

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