How does Google support organizations in their transformation to digital marketing? How does the International Food Waste Coalition influence more sustainable behaviour? How did a producer of Thai herbal toothpaste amend their marketing mix to maintain sales during COVID-19? With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing answers these questions and more to provide students with the skills they need to successfully engage with marketing across all areas of society. Founded on rigorous research, this critical text presents a current, complete guide to marketing success and explores topical issues such as sustainability and digital transformation. Its broadest ever range of examples, Practitioner Insights and Market Insights also give readers a unique view into the fascinating worlds of marketing professionals. Individuals from Arch Creative, Klarna, eDreams Odigeo and Watson Farley & Williams are just a few of the practitioners that join the authors to offer real-life insights and career advice 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. New critical thinking questions also accompany the links to seminal papers throughout each chapter, presenting the opportunity for students to take their learning further. An exciting development for this new edition, the enhanced e-book offers an even more flexible and engaging way to learn. It features a select range of embedded, digital resources designed to stimulate, assess, and consolidate learning, including practitioner videos to offer further glimpses into the professional world, multiple-choice questions after each key section of the chapter to offer regular revison and understanding checkpoints, and a flashcard glossary at the end of each chapter to test retention of key terms and concepts. Marketing is the complete package for any introductory marketing module. This book is accompanied by the following online resources. For everyone: Bank of case studies Practitioner insight videos Career insight videos Library of video links For students: Key concept videos Author audio podcasts Multiple-choice questions Flashcard glossary Internet activities Research insights Web links For lecturers: PowerPoint slides Test bank Essay questions Tutorial activities Discussion question pointers Figures and tables from the book

A refreshing take on marketing 101 theory. It has an excellent range of global examples, which is helpful in broadening student understanding and engagement. The text has useful critical discussion elements and, importantly, makes the effort to explain how key theories work in practice. * Dr Helen Millward, Keele University *
The go-to book for those new to marketing and the one that links theory to practice. * Mr Marcus Thompson, University of Aberdeen *
I highly recommend this book for undergraduate students. This book has incorporated marketing theories throughout the chapters and discusses marketing opportunities, strategies, practices, challenges, risks, and constraints by providing contemporary examples from real-world businesses. * Professor Elham Rahbar, Niels Brock Copenhagen Business College *
Contemporary and practical without missing theoretical aspects, this book is written in a student-friendly style with the inclusion of appealing cases. * Mr Chris Liasidis, University of York, Europe Campus *
An engaging read that bridges the gap between theory and practice. 21st century students will find this book appeals to their senses! * Dr Tim Stone, University of Aberdeen *
This revised edition provides a comprehensive, yet easily accessible, introduction to marketing for undergraduate and postgraduate students. Content is topical with current application, which reflects the changing business world. * Mr David Lane, Leeds Beckett University *
This book provides a good overview of the core marketing concepts. It has many up-to-date examples and nice marketing insights and cases. * Dr Nina Belei, Radboud University *

Paul Baines is Professor of Political Marketing and Deputy Dean (Strategic Projects) at the University of Leicester School of Business, UK. Sara Rosengren is Professor of Marketing and Head of the Center for Retailing at the Stockholm School of Economics, Sweden. Paolo Antonetti is Professor of Marketing and Director of the Global Executive MBA at Neoma Business School, France.