Fundamentals of Marketing

Marilena Antoniadou, Manchester Metropolitan University Review from previous edition Fundamentals of Marketing is a mini bible when it comes to understanding the basics of marketing - especially for students who do not come from a marketing background.


Lianne van den Berg-Weitzel, Utrecht University of Applied Sciences Fundamentals of Marketing provides a good overview of marketing theories and concepts. It is well supported by market insights, discussions, review questions and online resources that are invaluable for students' learning as well as lecturers to deliver teaching...Written in a clear and comprehensible manner, the presentation of the contents is appealing and attention worthy.

Professor Paul Baines is Professor of Political Marketing and Associate Dean (Business & Civic Engagement) at the University of Leicester School of Business, UK Dr Sophie Whitehouse is a Teaching Fellow in Marketing at the University of Leicester School of Business, UK Professor Sara Rosengren is Professor of Marketing and Retailing; and Head of the Center for Retailing at the Stockholm School of Economics, Sweden Professor Paolo Antonetti is Associate Professor of Marketing and Director of the Global Executive MBA at NEOMA Business School, France

Part 1: Understanding customers 1: Marketing principles and society 2: Understanding customer behaviour 3: Marketing research and customer insight Part 2: Designing and delivering the marketing strategy 4: Marketing environment and strategy 5: Market segmentation and positioning Part 3: Implementing the marketing mix 6: Proposition and branding decisions 7: Pricing and value creation 8: Marketing communications and principles 9: Managing channels and distribution 10: Digital and social media marketing Part 4: Managing marketing relationship 11: Services marketing and customer experience management 12: Marketing, society, sustainability, and ethics