Marketing (5th edition)

ISBN : 9780198809999

Paul Baines; Chris Fill; Sara Rosengren; Paolo Antonetti
776 ページ
195 x 265 mm
  • The connection between marketing theory and practice is made explicit throughout, with examples and Market Insights, featuring companies as diverse as Dolce and Gabbana, Groupon, and KBC Bank, as well as SMEs, not-for-profits, and social enterprises.
  • Chapter opening Case Insights, enhanced by online video interviews with the marketing specialists featured, pose real-life dilemmas and show students first-hand how marketing practitioners approach real-world problems.
  • Marketing practice is presented in a global context, including discussions of advertising in the Middle East, Soberana marketing in Panama, and LEGO's expansion into emerging markets.
  • Presents students with the latest advances in technology and social media, and the innovative ways these tools can be used in marketing.
  • Regular links to seminal papers help students to take their learning further and introduce them to the most influential classic and contemporary contributions to the field.
  • Accompanied by the most extensive online support package available, including a variety of internet activities and multiple-choice questions for students, and a test bank of multiple choice and assessment questions for lecturers.
  • The online learning and assessment tool, Dashboard, makes this a complete solution for teaching and learning marketing. The Dashboard course offers a test bank of over 700 ready-to-use questions, tailored specifically to this text, which can be automatically graded to cut down on time spent marking.

New to this Edition:

  • New Case Insights and accompanying video interviews feature companies such as Ipsos MORI, Åkestam Holst, and Adnams.
  • New videos feature top practitioners offering valuable career advice for marketing students and those looking to develop their marketing careers.
  • New Market Insights incorporate a broader range of more international, digital, and ethics-focussed examples, such as GlaxoSmithKline's bribery case in China, the NHS's demarketing of smoking in pregnancy, and how retailers such as McDonald's are embracing mobile apps.
  • New and extended coverage of co-creation, social media, demarketing, and stakeholder marketing, as well as exploration of the topical issues of showrooming, political microtargeting, fast fashion, and 'femvertising' ensure this edition reflects the latest developments in the field.

How does Samsung use data to improve customers' omnichannel shopping experiences?
How does Ipsos MORI develop cross-cultural market research insights to inform innovation at Unilever?
How do Swedish retail giants collaborate rather than compete in the fight for more sustainable consumption?
With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing, fifth edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society.
The fifth edition sees a broader range of examples and Market Insights within each chapter, with contributions from academics and specialists. Companies as diverse as Dolce and Gabbana, Groupon, and KBC Bank, and issues as topical as showrooming, microtargeting in US presidential elections, fast fashion, and 'femvertising' illustrate the theoretical frameworks, models, and concepts outlined in each chapter, giving a fully integrated overview of not just what marketing theory looks like in practice but how it can be used to promote a company's success.
Video interviews with those in the industry offer a truly unique insight into the fascinating world of a marketing practitioner. The authors speak to marketing professionals from a range of companies, from Ipsos MORI to Adnams, Åkestam Holst to H&M, who talk through how they dealt with a marketing problem facing their company and what career advice they would offer to those starting out in the industry.
Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail and encouraging them to engage critically with the theory. Links to seminal papers throughout each chapter also present the opportunity to take learning further; with a suite of online resources designed to stimulate, assess, and consolidate learning, Marketing is the complete package for any introductory marketing module.
This book is accompanied by the following online resources.
For everyone:
Case insight videos
Industry foresight videos
Library of video links

For students:
Author audio podcasts
Multiple-choice questions
Flashcard glossary
Internet activities
Research insights
Web links

For adopting lecturers:
VLE content
PowerPoint slides
Test bank
Essay questions
Tutorial activities
Discussion question pointers
Figures and tables from the book
Case insight video transcripts


1: Principles of marketing
1: Marketing principles and practice
2: Consumer buying behaviour
3: Marketing research and customer insight
2: Marketing management and strategy
4: The marketing environment
5: Marketing strategy
6: Marketing segmentation and positioning
7: International market development
3: Managing marketing programmes
8: New proposition development and innovation
9: Price and customer value decisions
10: Principles of marketing communications
11: Configuring the marketing communications mix
12: Digital and social media marketing
13: Brand decisions
4: Principles of customer management
14: Channels, supply chains, and retailing
15: Services and relationship marketing
16: Business-to-business marketing
5: The social impacts of marketing
17: Not-for-profit and social marketing
18: Marketing, society, sustainability, and ethics


Paul Baines, Professor of Political Marketing, University of Leicester

Chris Fill, Director of Fillassociates and former Principal Lecturer, University of Portsmouth
Sara Rosengren, Professor of Marketing and Head of the Center for Retailing, Stockholm School of Economics
Paolo Antonetti, Associate Professor of Marketing, Neoma Business School

"Just the right balance between rigour and accessibility, good case studies, and support for students mean this is still the best book for introductory marketing." - Dr Declan Scully, University of Roehampton

"A very good balance of theory and practices with a pleasing diversity of examples." - Dr Kevan Williams, University of East Anglia

"An excellent read for students new to the subject." - Dr Winifred Onyas, University of Leicester

"Logically written and future-facing; will help to equip students with the knowledge to prepare them for a job in marketing." - Jenny Bratherton, Regent's University London

"It is a book that students will find easy to digest, and the cases are interesting for in-class discussion. The case study questions are not always straightforward and therefore encourage students to think." - Dr Fatima Wang, King's College London

"We have been using Marketing by Baines et al since the second edition. The text and the cases really bring the subject to life, providing good, global examples that students can relate to, covering not just organizations and products, but also the environment. An extremely valuable textbook that I fully recommend." - Robert Leonardi, Södertörn University

"This is a very well-balanced text providing students with extensive theoretical and practical marketing knowledge in a contemporary and easily followed way. The text is well pitched and reflects the changing and evolving nature of marketing in a format that supports and engages the learner." - Dr Laura Bradley, Ulster University

"Engaging book which suits modern students needs with excellent real-life examples, activities and links to academic research." - Graham Harrison, University of Sussex