Marketing

Marketing by Paul Baines offers a dynamic exploration of marketing theory woven seamlessly with real-world applications. This comprehensive text delivers fresh insights by linking traditional concepts to contemporary practices through engaging video interviews and in-depth case studies. Discover how global organizations—ranging from Virgin Media and Orange to Budweiser Budvar and beyond—tackle the challenges of brand positioning, digital campaigns, and ethical considerations in today’s ever-evolving market. Each chapter of Marketing is enriched with integrated examples and mini cases that bring theoretical frameworks to life. Thought-provoking review questions and carefully chosen seminal papers invite readers to engage deeply with the material and challenge established ideas. Complementing its accessible yet rigorous content, the book also provides a suite of online resources designed to support both educators and students, enhancing the learning experience with practical tools and interactive activities.