Fundamentals of Marketing 2e

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

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