marketing 2nd edition
Published in 2010, Marketing 2e is full of case studies from international organizations such as Innocent Drinks, Orange, HMV, and Oxfam. Students can read and hear first hand what practitioners actually do and how they tackle the decisions they have to make. Employing a lively writing style, we encourage students to explore beyond the classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further.
Baines, P., Fill, C., and Page, K. L. (2010) Marketing (2e), Oxford: Oxford University Press.