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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.
Digital formats and resources
The second edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources.
- The e-book offers a mobile experience and convenient access along with self-assessment activities, hyperlinked further reading, 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
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:
VLE content
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
List of contents
- Part 1: Understanding customers
- 1: Marketing principles and society
- 2: Understanding customer behaviour
- 3: Marketing research and customer insight
- Part 2: Designing and delivering the marketing strategy
- 4: Marketing environment and strategy
- 5: Market segmentation and positioning
- Part 3: Implementing the marketing mix
- 6: Proposition and branding decisions
- 7: Pricing and value creation
- 8: Marketing communications and principles
- 9: Managing channels and distribution
- 10: Digital and social media marketing
- Part 4: Managing marketing relationship
- 11: Services marketing and customer experience management
- 12: Marketing, society, sustainability, and ethics
About the author
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
Summary
Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.
Additional text
Fundamentals of Marketing provides a good overview of marketing theories and concepts. It is well supported by market insights, discussions, review questions and online resources that are invaluable for students' learning as well as lecturers to deliver teaching...Written in a clear and comprehensible manner, the presentation of the contents is appealing and attention worthy.
Report
Review from previous edition Fundamentals of Marketing is a mini bible when it comes to understanding the basics of marketing - especially for students who do not come from a marketing background.
Marilena Antoniadou, Manchester Metropolitan University
