Fundamentals of Marketing by Paul Baines, Chris Fill, Sara Rosengren, and Paolo Antonetti offers a concise yet comprehensive guide that bridges traditional marketing theory with the dynamic demands of modern practice. Published by Oxford University Press in 2017, this book navigates through the classic marketing mix while highlighting current trends centered on digitalization, sustainability, and ethical practices. Drawing on international case studies from companies such as YouTube, Kopparberg, and Nestle, the text offers practical insights into how organizations evolve and integrate new media and responsible branding strategies. Each chapter concludes with review and discussion questions, encouraging readers to critically engage with the theories and explore in depth the nuances of strategic marketing. Supplemented by an integrated Online Resource Centre, Fundamentals of Marketing enhances the learning experience with video interviews from real-life marketers and additional academic tools designed to reinforce theory with practice. This book serves as an essential resource for students aiming to transform foundational marketing knowledge into impactful, real-world applications.
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