Fundamentals of Marketing

Paul Baines (University of Leicester), Sophie Whitehouse (King's College London), Paolo Antonetti (EDHEC Business School) , Sara Rosengren (Stockholm School of Economics)

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English

Oxford University Press
01 August 2025

Business studies: general; Sales & marketing

Accessible, relevant, and realistic: the complete resource for students looking for a streamlined introduction to marketing theory and practice.

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

Covers the essential theories and latest trends to take students from the traditional marketing mix to the cutting-edge trends of the discipline, with a particular focus on sustainability, ethics, and digitalization.

An international range of chapter-opening case insights, enhanced by video interviews with marketing specialists from the featured companies, pose real-life marketing dilemmas and show students first-hand how marketing practitioners approach real-world problems.

End-of-chapter review and discussion questions consolidate learning and facilitate critical appraisal of the key concepts examined in the chapter.

Digital formats are enriched throughout by video interviews with marketing specialists, a variety of activities, multiple-choice questions, and flashcards;

Links to seminal papers throughout the chapters enable students to take their learning further and introduces them to classic and contemporary influential contributions.

New for this edition:

The book's structure has been fully revised, moving from a four-part to a three-part structure to better reflects how marketing is used in practice.

Extended coverage of sustainability.

Cutting edge coverage of digital and social media marketing, now embedded throughout the text rather than being separated out into one chapter to provides a more practice-oriented overview of marketing.

Four new Case Insights featuring a mix of established companies and successful start-ups including Jetpack Marketing (England), Homend (UK/Turkey), H&M Portfolio Brands (Sweden), and Gower Gin (Wales).

Digital formats and resources

The third edition is available for students and institutions to purchase in a variety of formats: the e-book and Business Trove offer a mobile experience and convenient access along with functionality tools, navigation features and links that offer extra learning support.

For more information about e-books, please visit www.oxfordtextbooks.co.uk/ebooks

Teaching resources for adopting lecturers include:

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

By: Paul Baines (University of Leicester), Sophie Whitehouse (King's College London), Paolo Antonetti (EDHEC Business School), Sara Rosengren (Stockholm School of Economics)
Imprint: Oxford University Press
Country of Publication: United Kingdom
Edition: 3rd Revised edition
Dimensions: Height: 246mm, Width: 189mm,
ISBN: 9780198910817
ISBN 10: 0198910819
Pages: 384
Publication Date: 01 August 2025
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Forthcoming

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

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.

Reviews for Fundamentals of Marketing

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 *