essentials of marketing 1e
Published in 2012, Essentials of Marketing 1e is an abridged version of Marketing 2e. It includes cases from organizations such as IKEA, FourSquare, Groupon and WOMAD. In this version, while smaller, we encourage students to think critically and consider how they would tackle the real marketing challenges and issues encountered by professionals on a daily basis.
Baines, P., Fill, C., and Page, K. L. (2012) Essentials of Marketing (1e), Oxford: Oxford University Press.