Fundamentals of Marketing - Softcover

Baines, Paul; Fill, Chris; Rosengren, Sara; Antonetti, Paolo

3.64

11 ratings by Goodreads

9780198748571: Fundamentals of Marketing

Softcover

ISBN 10: 0198748574 ISBN 13: 9780198748571

Publisher: Oxford University Press, 2017

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Fundamentals of Marketing

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About the Author:

Paul Baines is Professor of Political Marketing at Cranfield School of Management. Chris Fill is Director of Fillassociates, Visiting Professor at Poitiers Business School, formerly Principal Lecturer at the University of Portsmouth, and Senior Examiner at the Chartered Institute of Marketing.
Sara Rosengren is Associate Professor of Marketing at Stockholm School of Economics. Paolo Antonetti is Lecturer in Marketing at Queen Mary, University of London.

Review:

The inclusion of chapter summary, review questions, worksheet summary, discussion questions, and link to online resources at the end of each chapter is great. The more the better. I think this not only helps students prepare for assessments but also makes them feel less panicky because there are plenty of ways in which they can test their knowledge. * Dr Erik Jacobi, Essex Business School * The book is very well written with comprehensive topics and essential knowledge incorporated with critical thinking in marketing. * Jialin Hardwick, Lincoln Business School *

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