Marketing

Dr Helen Millward, Keele University 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.

Mr Marcus Thompson, University of Aberdeen The go-to book for those new to marketing and the one that links theory to practice.


Professor Elham Rahbar, Niels Brock Copenhagen Business College 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.

Mr Chris Liasidis, University of York, Europe Campus Contemporary and practical without missing theoretical aspects, this book is written in a student-friendly style with the inclusion of appealing cases.

Dr Tim Stone, University of Aberdeen An engaging read that bridges the gap between theory and practice. 21st century students will find this book appeals to their senses!

Mr David Lane, Leeds Beckett University 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.

Dr Nina Belei, Radboud 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.

Paul Baines is Professor of Political Marketing and Associate Dean (Business & Civic Engagement) 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.

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