Fundamentals of Marketing

Based on the bestselling Marketing by Baines et al, Fundamentals of Marketing is the most relevant yet concise guide to marketing, combining essential theories with a global range of practitioner insights.

List 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

About the author

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.

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.

Paolo Antonetti is Professor of Marketing at EDHEC Business School (France).

Product details

• Authors: Paolo Antonetti, Paul Baines, Paul (University of Leicester) Whitehouse Baines, Baines Paul, Sara Rosengren, Rosengren Sara, Sophie Whitehouse
• Publisher: Oxford University Press
• Languages: English
• Product format: Paperback / Softback
• Release: 01.08.2025
• EAN: 9780198910817
• ISBN: 978-0-19-891081-7
• No. of pages: 352
• Subjects: Social sciences, law, business > Business > Business administration; BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Sales & Selling / General, Business studies: general, Sales & marketing, Sales and marketing