Marketing

Marketing, Second Edition offers a dynamic exploration into the core principles and practical challenges of modern marketing. With an engaging approach, the authors invite readers to delve into real-life scenarios that illuminate the skills and decisions made by leading marketing professionals across a variety of contexts. Drawing on a wealth of case studies from internationally recognized organizations—including examples from Innocent, Orange, HMV, and Oxfam—the book challenges conventional perspectives and encourages critical thinking on topics such as ethical considerations, consumer skepticism, and the strategic use of social networking platforms. Its lively narrative not only brings theory to life but also links seminal research throughout each chapter, stimulating further inquiry into the evolving field of marketing. Perfect for students eager to understand both the art and science behind successful marketing strategies, this 780-page volume by Paul Baines, Chris Fill, and Kelly Page serves as an essential resource for developing a comprehensive, real-world perspective on the subject.