Fundamentals of 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 chapt