Incorporating the big brand case studies, unique expert insights, and engaging learning features of the best-selling Marketing by Baines, Fill, and Rosengren, Fundamentals of Marketing is the most complete resource for students looking for a briefer guide to build their theoretical understanding of marketing into skilful practice.
**Winner of the TAA 2017 Textbook Excellence Award**
"Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users." - TAA Judges Panel
Using a wide range of visual examples and case studies, the authors show how brands benefit from holistic promotional planning that embraces integrated media channels and takes a focus on shifts in advertising due to social media and the new digital environment.
Used at more than 1500 institutions in 89 countries and translated into 12 different languages, this market-leading text successfully combines an academically robust account of the major theories and models of leadership with an accessible style and practical examples that help students apply what they learn.
Informal yet academically rigorous in style, this fun textbook focuses on examples of international consumer behaviour in action, while striking a balance between sociological and psychological aspects of consumer behaviour.